Paid search is experiencing tectonic shifts – from the emergence of generative AI, to the rise of alternative platforms, to regulatory and data challenges, to ever-increasing automation. The challenges faced by PPCers have never been this complex – and the future looks even more uncertain. In this presentation, Sam Tomlinson will look into the crystal ball to give marketers a sense of what’s to come, why – and most importantly – how they can thrive in the new paid search world.