In an age of power- and useful generative AI systems on the one hand and Google’s approach to determine helpful and authoritative content on the other hand, the question is “What is the state of search now and how will it change”? Marcus will present exclusive findings from a deep dive study that reveals how Google is continuously changing and how the users adapt to it. You will learn about winners and losers and what we can learn from them, how Search result pages have changed and you’ll get insights into user patterns based on clickstream and keyword intent data.