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Why does this trend matter?
• Google’s new Search Generative Experience will offer more complete answers. Engines will synthesize content from websites, social media, commerce, and other digital spaces to generate fully crafted responses to people’s questions — all without requiring a click to a website.
• Users will “search forward” in conversational streams instead of searching, backtracking and searching again to complete complex tasks. This lightens the cognitive load for the searcher as the conversational
search tool keeps building on previous answers.
• Google is testing alternating organic and paid listings on the search engine results page instead of keeping them in distinct sections. More ad formats are expected, including a hybrid of search and display ads.
