Cognitive search is undergoing a significant transformation, driven by the integration of generative AI (genAI) and retrieval augmented generation (RAG). This transformation is about improving search and knowledge results today but is quickly moving into the world of actions. This report delves into how cognitive search, influenced by the advent of genAI, is pivoting from its traditional role to become a more integral and action-oriented component of enterprise AI applications and highlights the challenges and opportunities this shift presents.