Influencer marketing agency, Social Soup, unveiled new insights at its New Frontiers in AI and Social Search masterclass event yesterday, highlighting how AI and social platforms are significantly outperforming traditional search when it comes to consumer discovery and brand visibility. When these platforms are used, they have a conversion rate 4.4 times greater than organic search according to research from Semrush. Social platforms have now evolved into discovery engines, with 40 per cent of Gen Z saying they now prefer TikTok or Instagram over Google when searching for brands or products. Brands need to do the work to understand how they show up in AI and social search. “It feels like a full-time job just keeping up with the speed of AI search, but the fundamentals haven’t disappeared.