Consumers have stopped just typing keywords in the search bar and have started asking LLMs questions. As a result, the consumer journey as we know it is changing. While search captures explicit demand and context reveals surrounding interests and environments, LLM interactions expose the reasoning, evaluation and consideration that usually precede a purchase. Join Sam Coates, VP, Data & Insights at Captify (part of Verve), to learn what this transformation in consumer behaviour means for you and how to connect different signals to build a more complete picture of the consumer path to purchase.