AI and the Future of Search

Search is being rebuilt around AI, and many of the rules marketers have relied on no longer apply. Ten blue links and three-business Map Packs are giving way to AI-written answers that may mention only one or two businesses. A top-10 ranking no longer guarantees you'll be seen.

Brad Wetherall spent more than a decade at Google running operations for Google Business Profile and the business data behind Google Maps. In this keynote he connects what he saw from the inside with the signals showing up across the search ecosystem today. He'll share where he thinks search is heading, including why he predicts AI Mode will become Google's default search experience by 2027.

Then he gets practical. In AI search, your brand is whatever AI says it is, and a business that Google doesn't recognize as an entity can be left out of the answer entirely. Brad will show how to check whether AI search recognizes your business and your clients' businesses, how they compare with competitors, and the five-part framework he uses to build visibility and trust: website, content, Google Business Profile, reputation, and brand.

Key Takeaways:

• Brad's predictions for AI and search heading into 2027, and how to prepare before AI Mode becomes the default
• Why Google's Knowledge Graph and entity recognition now matter more than rankings
• How to audit whether, and how, AI search sees a business compared with its competitors
• A practical, five-part plan covering website, content, Google Business Profile, reputation, and brand
• How agencies and in-house teams can turn these steps into a repeatable process across clients and locations

About Brad Wetherall:

Brad is the Chief Operating Officer of Esquire Digital and Co-Founder and CEO of The GBP Experts, a consulting firm that helps businesses improve their visibility through Google Business Profile optimization and local search strategy. Prior to joining Esquire Digital, Brad spent more than a decade at Google, where he served as Director of Operations and led teams supporting major products including Google Business Profile, Google Wallet, Google Domains, and Google Shopping.

Today, Brad advises law firms and businesses on AI-driven search, digital visibility, online reputation, and business growth. He is also the author of AI and the Future of Search, which explores how artificial intelligence is reshaping the search landscape and what organizations can do to remain visible and competitive in an AI-powered world.

A frequent speaker on search, AI, and digital marketing, Brad is known for translating complex industry changes into practical strategies that businesses can implement immediately