You’ve Already Seen the Future of Google… It Was Just In Chinese

Google looks chaotic right now. AI on top of AI and Google linking to Google... Whatever “search” used to be is getting buried under experiments nobody asked for. This is all brand new, unless you’ve lived in China

China's Baidu went nuclear on search decades ago. They pivoted their entire business toward owned products, squeezed out organic visibility, and pushed users into a maze of their own products instead of one search box. People didn’t stop looking for information. They just changed how they searched. Sound familiar?

In this talk I’ll walk through what actually happened inside China’s search ecosystem, why Google is drifting in the same direction, and what marketers should be doing right now to survive a world where search is only one of several places people discover anything. If you want a snapshot of where we could be headed in 2026, put down the tin foil and pick up a passport.

Adam Di Frisco won the 2024 Speaker of the Year award at MKE DMC, which means you probably shouldn't miss this one.

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