AI Mode is Coming, and Will Bal Will Show You How to Rule it at State of Social ’25

This media release was originally published on Campaign Brief WA and written by the team behind State of Social ’25.

Hey Google, who should I ask about the future of search? Answer: Bonfire’s Will Bal at State of Social ’25.

Meet Will Bal, Account Director at Bonfire

Will works with Bonfi re’s largest clients, translating complex search trends into high-performing strategies. With Bonfire leading the charge in AI-driven search research and optimisation, Will brings deep technical insight and real-world perspective.

So, with so much going on in the SEO space – not least the much-vaunted release of Google’s game-changing AI Mode – we can’t wait for Will’s deep-dive session.

Will’s deep-dive session: Google’s AI Mode and the Future of Search

While AI platforms like ChatGPT are gaining traction in search, Google remains the dominant force, processing over a trillion searches annually.

That’s over 80% of market share. But how will Google’s AI Mode reshape online search? What does it mean for business visibility and marketing?

In Will’s stat-packed deep dive into the future of search, he’ll answer all the big questions:

• ChatGPT vs Google: Will ChatGPT and LLMs really upend the world of search?
• AI Mode: What is it? How is it different to ChatGPT? And why does it matter for your brand?
• Business impact: What practical steps should you take? How should you rethink your web presence and digital marketing strategies for an AI-first search environment?

Will joins a host of our industry-leading experts delivering 100% fresh creative, strategic and technical deep dives at SOS25. Check out our program and start planning your Day Two to suit you.

Session details: Google’s AI Mode and the Future of Search

How will AI platforms like ChatGPT and Google’s AI Mode reshape online search? What does it mean for business visibility and marketing? Bonfi re’s Will Bal will reveal all, including practical steps that you can take to stay ahead in an AI-first world.

Cut through the hype and discover how ChatGPT and LLMs will change the SEO landscape. Find out what Google’s AI Mode is, how it’s different to ChatGPT, and what impact it will have. And walk away with a to-do list for your website, online presence and digital marketing.

When: 26 & 27 August 2025
Where: Optus Stadium Perth Tickets: www.stateofsocial.com/tickets/