Generative AI (genAI) makes search more conversational, assistive, and agentic. Search engines lead this transformation, but it impacts all search experiences. Whether they are searching Perplexity, Amazon’s app, or PDFs, users expect back-and-forth interactions with agents that act like personal assistants and, increasingly, act on users’ behalf. As a result, all search disciplines, including B2C and B2B search marketing, commerce search, and cognitive search, must adapt to AI-integrated search. This report explores how search experiences are evolving and what chief marketing, digital, and technology officers should do next.