What every Marketer needs to know about the future of search - Google’s Sophie Neary

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to some of the biggest shifts in consumer behaviour and advertising. In this episode, she joins Jon to explore what she's learned, the assumptions marketers still get wrong about Google, and the surprising ways consumers are already using AI.They discuss how brands can show up in AI-powered search, the evolving relationship between advertisers and creators, how to make the most of the crucial golden quarter, and what AI commerce could mean for the future of shopping.Plus, as AI becomes capable of doing more of the work, Sophie and Jon ask a bigger question: which uniquely human skills will become even more valuable to marketers?This episode is an advertisement feature brought to you by Google.Timestamps00:00 - Start01:12 - What has Sophie learned in the past few years at Google?03:07 - CMO lessons from being inside Google05:11 - What assumption marketers have about Google would Sophie challenge08:07 - A surprising consumer pattern with AI11:17 - How brands can show up in AI searches18:56 - How advertisers can collaborate with creators?22:09 - How Sophie uses her Google Fitbit Air24:18 - How to optimise the golden quarter28:08 - How important will AI commerce be in the future?30:36 - get them to check this section34:01 - The most uncensored question for Sophie Neary37:44 - Where will human skills count in the age of AI?45:26 - The best advice Sophie has ever been given ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo