AI & Search – What’s Next in 2027

Join AMA, MIMA, Marketers Community, MN Women in AI, and MnSearch for an evening of connection, conversation, and insights into what’s ahead for AI and Search.

On November 5, we’ll gather at Improving in Minneapolis for a special event featuring keynote speaker Brad Wetherall. Brad will share his expertise and perspective on the rapidly evolving landscape of AI and Search, with a forward-looking conversation focused on how marketers and organizations can prepare for 2027 and beyond.

As AI continues to reshape how people search, discover information, and engage with brands, this event will explore what’s changing, what’s next, and how marketing professionals can think strategically about the opportunities ahead. Whether you work in marketing, search, technology, AI, or simply want to better understand where these fields are headed, you’ll have the opportunity to learn from an expert and connect with peers across Minnesota’s marketing and AI communities.

The evening will include time for networking and happy hour before and after the programming, giving attendees plenty of opportunities to meet new people and reconnect with colleagues. Brad’s team will also be bringing copies of his books to give away to attendees.

Come ready to connect, learn, and look ahead as we explore what the future of AI and Search could mean for marketers in 2027 and beyond. And as an added bonus, Brad will be giving away a copy of his book to all attendees!

Key Takeaways: 

What it means to lead with clarity in a shape-shifting industry

What’s actually changing in strategy, storytelling, and systems

Guest Speaker: Brad Wetherall, Chief Operating Officer at Esquire Digital

Brad Wetherall is a technology leader and Local SEO expert with 15+ years of experience at Fortune 100 companies. As a former Director of Operations at Google, he led teams supporting major products including Google Business Profile, Google Merchant Center, and Google Wallet.

With more than a decade of experience leading Google Business Profile operations, Brad brings deep expertise in local search, business visibility, and platform strategy. He has overseen support for more than 100 million businesses and developed solutions that improved efficiency, including automation that reduced support workloads by 30%.

Brad is also a sought-after speaker on Local SEO, Google Business Profile, and digital strategy. Originally from Victoria, Australia, he is a father of two, avid golfer, and Australian Football fan.

Key Takeaways:
– Brad’s predictions for AI and search heading into 2027, and how to prepare before AI Mode becomes the default
– Why Google’s Knowledge Graph and entity recognition now matter more than rankings
– How to audit whether, and how, AI search sees a business compared with its competitors
– A practical, five-part plan covering website, content, Google Business Profile, reputation, and brand
– How agencies and in-house teams can turn these steps into a repeatable process across clients and locations

Agenda:

4:30-5:30pm – Happy Hour & Arrival

5:30-7:00pm – Main Presentation

7:00-8:00pm – Happy Hour & Networking

Cost:

• Free – Members
• $40 – Non Members

Parking: Parking lot onsite and street parking nearby

Sponsored by:
MnSearch