Generative AI has and is changing how people discover information online. The generative search experience uses large language models to generate responses that deliver rich content and experience by understanding the user's intent. AI has already been powering search ads, and new features like Performance Max campaigns have been designed to leverage the understanding of user intent to serve ads to new audience. In this episode, let's explore what marketers can do to benefit from AI's understanding of user intent.

(00:00) Introduction
(01:05) The changing landscape of online search
(05:04) Tectonic shift in paid search and its impact on lead generation
(13:12) 2 traits that will help marketers navigate the evolving AI-driven landscape

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