More local talent joins the SOS25 lineup

As artificial intelligence continues to reshape the digital landscape, search is entering a transformative era. At this year’s State of Social ’25 (SOS25), Will Bal, Account Director at Bonfire, will deliver a high-impact session exploring the implications of Google’s soon-to-launch AI Mode—an innovation set to redefine the future of search.

With Google maintaining over 80% of the global search market and processing more than a trillion queries annually, the introduction of AI Mode signals a significant shift for businesses, marketers, and SEO professionals alike.

In his session, “Google’s AI Mode and the Future of Search,” Bal will offer expert analysis and practical guidance for navigating this rapidly evolving space. Backed by Bonfire’s leadership in AI-driven search optimisation, Bal draws on deep technical expertise and client-side strategy to help brands stay ahead of the curve.

Key topics will include:
● Google vs. ChatGPT: Will large language models disrupt traditional search?
● Understanding AI Mode: What it is, how it differs from generative platforms like ChatGPT, and why it matters.
● Actionable Strategy: What marketers must do to prepare for AI-first search, from content to visibility.

“AI Mode could fundamentally change how people discover brands and information online,” said Bal. “It’s vital for marketers to understand the implications now—before the shift becomes mainstream.”

Bal’s session is part of a packed two-day program featuring leading voices across digital marketing, strategy, and innovation.

With more WA speakers to be announced soon, Bal joins Chapter’s Hannah Muirhead + Dean Hunt, Brandable’s Tess Palmyre, Hypnosis’s Amber Martin more. Click here for more info and to check out the confirmed International guests.

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