Most teams still treat search as a marketing and traffic channel, but it isn't.

At scale, search is something far more powerful: the largest behavioral dataset in marketing.

When you analyze billions of searches and clickstream signals, patterns emerge that reveal how markets evolve - from emerging demand and competitive pressure to the rapid shift toward AI-driven discovery.

In this session, Semrush's Skyler Rudolfsky explores how search data can be used not just to measure performance, but to understand markets, predict trends and guide strategy in the AI era.

If you want to understand where discovery is actually heading, the answers are already in the data.