Damian will speak to the growth of social media and how the advent of generative AI has transformed and fragmented consumer search.

Consumers seeking local business recommendations traditionally turned to search, navigation, and review sites, but are increasingly utilizing AI tools, whether embedded in search platforms or encountered as stand-alone products.

Many younger consumers prefer social media platforms like Instagram and TikTok when looking for a local restaurant or night spot.

And many if not most consumers use multiple platforms in a single purchase journey, creating a complex landscape that presents a huge challenge to marketers.

Search marketers need to understand modern consumer behaviors and preferences in order to meet consumers where they live.

SOCi’s 2026 Consumer Behavior Index tracks the preferences of today’s consumers when seeking local information and recommendations.

In this new edition of our annual report, you’ll learn:

-How massive growth in AI usage has impacted consumer search behavior and created a new segment, the “AI consumer”
-Which local platforms consumers go to first when seeking to connect with stores and service providers in various industries and across age groups
-Which online factors bring consumers into stores, and which factors drive them away

This session will empower you with deep insights into what consumers are looking for when they engage with local businesses online.