Duane Forrester joins host Filipe Santos to explore the seismic shifts in search driven by AI and social media. They delve into the significance of an active social media presence, especially on platforms like TikTok, where understanding evolving search mechanisms is critical. Duane underscores the importance of grasping generational slang for effective hashtag use, and stresses adapting to rapidly changing consumer behaviors. Emerging trends, such as video content’s rising trust factor and the potential for niche search engines, are discussed. Finally, Duane shares practical advice on leveraging AI, understanding user behavior, and staying curious and engaged in the ever-adapting digital landscape.