Google Just Changed Search Forever: What AI Search Means for Your Firm

Welcome to the Growthminded Accountant podcast where our experts will share best practices on running your firm in the digital age. This podcast is brought to you by Counting Works Pro. Let's get started.

Lee Reams:
Welcome back to another episode of The Growth Minded Accountant. My name is Lee Reams. I am the founder and CEO of CountingWorks. As usual, I am joined by Rebekah Barton, our Chief Visibility Officer. Rebekah, if you can say hello.

Rebekah Barton:
Hello everybody. This is going to be a good one. I'm really excited.

Lee Reams:
For over a year now, I've been saying one thing on repeat: cookie cutter is dead, narrative wins. Maybe I haven't articulated it properly yet, but Google, in their latest I/O conference, actually started backing up what I've been saying.

If you follow Google Search and the way their systems are working—particularly the traditional search results with blue links—there are a lot of things they have changed and are changing right now that are going to dramatically affect your traffic, the quality of your prospects, and ultimately your future.

Let's talk about what they announced. They announced what Sundar called a total reimagining of search. If Google comes out and says that, I would say that's a pretty bold statement.

For accountants, this isn't some technical SEO discussion. This goes straight to client acquisition. It's a visibility discussion and, ultimately, a growth discussion. If Google is moving from a ranking engine, where it gives you blue links, to what we now call a recommendation engine, firms need to start asking a very different question.

Not "Do I rank?" or "How do I rank?" or "Where am I ranking?" More importantly: "Will Google recommend me?"

As more and more human recommendations—what we traditionally call referrals—start moving to ChatGPT, Perplexity, and Claude, this becomes a very big deal. If you want to think of recommendations as your new referral funnel, that's a very good way to frame it.

Today we're talking about Google's announcements. We're going to explain a little more about what GEO means. We're not going to get overly technical. We're going to talk about how this affects your growth and outcomes, why AI search changes the rules, and why generic accounting and tax websites are in trouble. We'll also explain what you need to do to adapt to this new reality.

Rebekah, let's start with the obvious question for accountants who aren't following Google I/O. What exactly happened, and how does it affect them?

Rebekah Barton:
This is Google's developer conference. Nerds like me pay a lot of attention to it. It's where a huge amount of Google's annual announcements come out.

A lot of it is technical, but much of it affects regular users as well. It takes place in Mountain View, California, where Google is headquartered.

Some of the biggest announcements this time around were that AI Overviews are being expanded. That's not a surprise. If you've been using Google, some of you may have already seen the beta version. I know I have been seeing expanded AI Overviews for a few weeks already.

An AI Mode is also being launched. This is huge. This is where the algorithm is really going to change.

You're going to start seeing a major shift because search is becoming very conversational. Users will be able to ask follow-up questions, open discussions directly within search, and start talking to Gemini to get additional information.

People won't be scrolling the same way anymore. Instead, a chat window will pop up, and users will simply continue the conversation with Gemini rather than performing traditional searches.

One thing I found fascinating was Google's announcement that they process nearly 19 billion tokens per minute. That's a staggering number.

Over the past year alone, more than 375 Google Cloud customers each processed over a trillion tokens. That demonstrates enormous demand. This is how people are going to search moving forward.

Effectively, Google is moving beyond simply delivering information and rankings toward delivering answers in a way it never has before.

Lee Reams:
To reiterate, the future isn't rankings anymore. It's recommendations.

For decades, firms competed for rankings. Were you number one, two, or three? How did you optimize to get there?

We're not talking about SEO 2.0. We're talking about a fundamental shift in how things work.

Think about it this way: you're now competing for a recommendation.

When a business owner asks, "Who is the best tax advisor for Irvine-based businesses?" or "Who helps real estate investors reduce their taxes?" ChatGPT may know that the client is located in Newport Beach, California. It will try to find someone who has written articles or thought leadership content about real estate investing in that area.

Google, ChatGPT, Gemini, and other AI systems are increasingly providing these answers instead of simply displaying blue links.

The question is no longer whether prospects can find you. It's whether the system would recommend you.

Google is changing from a ranking engine to a recommendation engine.

Rebekah, why is this such a big deal specifically for tax and accounting firms that rely on trust-based decisions?

Rebekah Barton:
A few reasons.

First, this is a trust-based industry. Authority and trust are critical, and they'll continue to be critical.

This algorithm update doesn't eliminate the "Your Money or Your Life" concept. Anything that affects people's wellness—physical, mental, or financial—receives additional scrutiny within Google's systems.

Google wants to ensure that it's recommending high-quality, authoritative, trustworthy results.

That still stands.

The more trustworthy you are, the more likely you are to beat competitors for that recommendation.

Clients also tend to ask highly specific questions about taxes and finances:

• How do I reduce taxes when selling my business?

• Should I elect S-Corp status?

• What's the best way to compensate myself as a small business owner?

These are exactly the kinds of questions AI excels at answering.

Robbie Stein, Google's VP of Product, said at I/O that for complex questions and tasks, users need to be able to explore topics deeply through a powerful AI conversational experience.

That's where things are heading.

The more you've positioned yourself as trustworthy within your niche and built a clear narrative around who you are and who you serve, the more likely you are to succeed in this new era of search.

Lee Reams:
We've talked about this shift, so what exactly is Google looking at now? What are the signals they're evaluating when deciding, "I'm going to recommend Lee Reams and Associates instead of another firm?" What are some of the signals that are similar to SEO, and what are some of the new ones?

Rebekah Barton:
Some things that have always mattered still matter.

Reviews are still important. Consistent five-star reviews continue to be valuable.

Posting to your blog regularly still matters.

Having correct NAP data—name, address, and phone number—across the internet still matters. Your Facebook page, Google Business Profile, website, and other listings should all match.

Those are authority signals that remain important.

What has changed significantly is that the algorithm now understands context and intent in ways it never did before.

These systems are smart. They're not just looking for keywords anymore.

They don't want to see "Irvine tax preparer" stuffed somewhere on your website. They want to see a narrative. They want to see a story. They want to see consistency across platforms.

I talk about this often with our CountingWorks clients. You want to build a web footprint that tells the same story across your website, social media, blogs, interviews, and every other place you appear online.

Everything should reinforce the same key messages about your firm.

Lee often compares this to a political campaign. You need clear talking points:

• Who you serve

• What you do

• Why you do it

And then you need to consistently reinforce those points everywhere.

Lee Reams:
Did you bring that up because the elections were yesterday?

Rebekah Barton:
I actually didn't, but we can pretend I did. I'm trying to be timely.

Lee Reams:
Very good.

The important takeaway here is that the future isn't simply "Here's the best webpage."

Instead, search is moving toward "Here's the best answer, and here is the advisor we recommend to help you with that problem."

That changes local visibility dramatically.

Everyone in search marketing is talking about GEO right now.

What exactly is GEO? Explain that a little because we're going to talk about how firms can optimize for it.

Rebekah Barton:
If you've spoken with me recently—or if you're an Accounting Rich subscriber—you've probably heard me talking about GEO.

GEO stands for Generative Engine Optimization.

Just as SEO stands for Search Engine Optimization, GEO is optimization for AI systems.

There are similarities, but there are also important differences.

Some authority signals remain the same. Trust still matters. Reviews still matter.

However, one of the biggest changes is that GEO places much more emphasis on:

• Expertise

• Content creation

• Consistency

• Trust

• Cohesive messaging

Neil Patel, a well-known SEO and search marketing expert, recently said that if you want to stay visible where decisions begin, you need GEO working alongside SEO.

SEO hasn't disappeared, but it has evolved in ways we've never seen before.

Today, success requires both traditional SEO factors and optimization for generative AI systems.

That helps you get recommended by Gemini, ChatGPT, and other AI models people use for search.

Lee Reams:
Visibility isn't just your website anymore.

When people talk about your brand, mention you on LinkedIn, Reddit, YouTube, social media, or industry directories like TaxBuzz, those become signals to recommendation engines that you belong in the conversation.

The reality is that if you want to participate in this ecosystem, you need to work on your visibility everywhere.

Let's talk about the difference between the old firm and the new firm.

Why does specialization suddenly matter more than ever?

The tax and accounting industry is known for sameness.

We have competitors with thousands of identical websites using the same copy, the same images, and the same messaging.

Those firms are no longer going to thrive in this new ecosystem.

They have no personality.

They have no thought leadership.

They have no niche specialization.

To a recommendation engine, they all look exactly the same.

So what are these systems looking for, and how do firms optimize for it?

Rebekah Barton:
Before I answer that, I want to mention something else.

Google Maps received its biggest update in more than a decade.

That's huge.

It reinforces the idea that your entire web footprint matters.

You can no longer rely on just having a website.

Everyone has a website.

You need a brand personality that extends beyond your site and appears consistently across every platform.

Now, regarding specialization:

If you're the same as everyone else, you'll get lumped together.

The algorithm won't know why it should recommend you.

For example, if your homepage says:

"We do taxes in Burbank, California."

That doesn't tell the system much.

If all of your blog content is generic tax preparation information, you're simply telling the internet that you understand taxes.

Tens of thousands of firms understand taxes.

Now compare that to a firm that says:

"We work with film production specialists in Burbank and help them save money on taxes."

That's specific.

Then imagine that same firm has:

• Blogs about film industry tax deductions

• Case studies involving film professionals

• Social media content about entertainment industry tax issues

Now, when someone in film production searches for a tax professional in Burbank, that firm rises to the top because it has established itself as an authority in that niche.

Lee Reams:
It's important to point out that when we say "rise to the top," we're not talking about blue links anymore.

We're talking about recommendations.

Here's another example.

Let's say you specialize in film production clients.

If your reviews come from film industry clients and use industry-specific terminology, recommendation engines pick up on that.

They understand the context.

We had another example involving a CPA who specialized in craft breweries.

Rebekah, explain what you did to help that firm not only rank but become recommended when people searched for that niche.

Rebekah Barton:
This was a really interesting case study.

Within three days, the firm was appearing in ChatGPT recommendations.

We test these things ourselves for clients, especially highly specialized firms.

This particular CPA was near Chicago, which has a strong craft beer industry.

From the beginning, everything revolved around that niche.

The imagery, the alt text, the copy, the messaging—everything focused on craft breweries and related businesses.

We even used industry-specific humor, such as:

"If you want to have a drink with your accountant, this is the place to be."

The client was comfortable with that personality, so it worked well.

Every piece of content focused on the craft beer industry.

We use blog automation within the CountingWorks platform, and every article was customized specifically for breweries and distilleries.

The content discussed issues relevant to those businesses.

Over time, search algorithms and AI systems recognized that authority.

When we searched as someone looking for a craft beer accountant in the Chicago area, he appeared as the first recommendation.

That happened very quickly.

Since then, we've seen similar results with other niche firms.

Another thing that came up during Google I/O is that imagery matters more than ever.

Alt text is becoming increasingly important because it helps AI systems understand how images relate to topics.

Even your headshot can contribute to authority.

If your website includes properly tagged photos and those same images appear on LinkedIn, Instagram, TikTok, or other platforms where you're discussing tax topics, those connections help reinforce your expertise.

Everything is connected now.

And because everything is connected, things that once seemed unimportant can significantly influence recommendations.

Lee Reams:
I guess that's why we've been talking about narrative for the last year.

If everyone says the exact same thing, nobody stands out. And if nobody stands out, AI has no reason to recommend one firm over another.

Let's talk about the difference between a legacy firm and a future-ready firm.

Think of it as the same firm facing two very different futures.

The legacy firm looks like every other firm online. It relies primarily on traditional referrals. It has a generic template website, generic images, generic copy, and generic messaging.

It's difficult to differentiate.

Most likely, that firm ends up competing on price.

If you're happy being the Walmart of accounting services, that's one thing. But I don't think that's what most firms want.

As AI compresses the billable hour and makes compliance work more efficient, growth will eventually slow for firms that remain generic.

Now compare that to the future-ready firm.

The future-ready firm has:

• Clear specialization

• A strong narrative and personality

• Authority signals such as reviews and thought leadership

• Mentions on LinkedIn, Reddit, and other platforms

• Visibility across AI systems

• Premium pricing opportunities

• Advisory growth

• A scalable lead-generation system

The difference isn't talent anymore.

The difference is positioning, visibility, and execution.

Let's address the elephant in the room.

I'm not going to name competitors, but many firms use website providers that generate thousands of nearly identical websites.

The same template.

The same structure.

The same content.

The only thing that changes is the business name.

Those firms aren't memorable.

If you compare one of those websites to a firm with strong imagery, a clear story, and a unique identity, you're going to remember the second one.

Recommendation engines work the same way.

Template websites may have been designed for rankings, but AI recommendations require identity.

What are some of the most common problems you see inside these generic websites?

Rebekah Barton:
You touched on the broad picture already.

The biggest issues are things like:

• Generic messaging

• Generic service pages

• Generic city pages

• Generic blog content

One thing we work hard to do is include industry-specific terminology.

For example, we recently worked with an agricultural accounting firm.

On their tax preparation and planning pages, we included specific deductions, credits, and topics that matter to agriculture businesses.

We didn't rely on generic tax language that could apply to anyone.

The same applies to city pages.

If you have offices in multiple locations, include content specific to each city.

Even a short paragraph about:

• Services offered in that area

• Local landmarks

• Neighborhoods served

can make a significant difference.

We also recommend embedding live maps and connecting location data directly to those pages.

Generic blogs are another issue.

Even syndicated content should be customized to fit your narrative and target audience.

Generic firms with no specialization, no narrative, generic blogs, and generic location pages will increasingly struggle.

AI systems don't know who they are.

And if AI systems don't know who you are, they can't confidently recommend you.

Confidence is the key concept here.

Confidence in your expertise.

Confidence in your positioning.

Confidence in the content you're publishing.

Lee Reams:
It's almost like Google isn't choosing not to like you.

The problem is that Google doesn't know anything about you.

To the system, you're simply one of hundreds of identical firms.

Now that these systems can understand details and context, differentiation becomes critical.

I often talk about what I call the five pillars of a future-ready firm.

I don't want to spend the entire episode on them, but I think they're worth mentioning.

Pillar One: Narrative

Can someone explain why your firm is different in under 30 seconds?

Go to your website right now.

Could you explain what makes your firm unique?

What impression does your website create in the first few seconds?

Pillar Two: Authority

Do enough trust signals exist for someone to choose you confidently?

That includes:

• Reviews

• Content

• Credentials

• Industry mentions

• Speaking engagements

• Podcasts

• YouTube content

Pillar Three: Recommendation Readiness

Can clients, referral partners, Google, and AI systems discover you?

This includes technical elements such as schema markup.

We're not going to get into technical details, but if you don't know whether your website has schema implemented, that's something you should audit.

Pillar Four: Client Experience

This is huge.

People expect an Amazon-like experience today.

How easy is it to become a client?

How easy is onboarding?

How smooth are your:

• Intake forms

• Questionnaires

• Proposals

• Engagement letters

• Communication systems

These things matter.

Pillar Five: Advisory Readiness

Compliance work is becoming increasingly commoditized.

AI tools can perform many compliance-related tasks much faster than before.

As that happens, firms need to be ready to move into advisory services.

Are you:

• Creating lifetime value?

• Offering tax planning?

• Providing advisory services?

• Positioning additional services effectively?

These five pillars are increasingly important.

Think about it this way:

Your next best referral partner might be AI itself.

Let's talk about some of the data we're seeing around AI search and AI overviews.

Rebekah, what are you seeing?

Rebekah Barton:
Recent studies show that nearly 65% of question-based searches triggered AI Overviews.

And that's before the latest announcements and updates.

We would expect that percentage to continue increasing.

Even before these changes, more than half of all question-based searches were already generating AI answers.

Another interesting finding is that AI-generated answers frequently cite sources that are not ranked number one in traditional search results.

That's important because it creates opportunities for smaller firms.

We've talked about the craft beer accounting example.

That was a one-person firm.

Yet because of its niche authority and content strategy, it was being recommended ahead of much larger competitors.

This is one of the ways AI has leveled the playing field.

You're no longer relying solely on being the biggest firm or having the biggest marketing budget.

Authority, expertise, and positioning matter.

Small and midsize firms can compete effectively if they establish themselves as experts.

The internet only knows what we tell it.

If you don't communicate your expertise, the system can't recommend you.

It's not that you're not good at what you do.

It's that the internet doesn't know you're good at it.

One of the biggest takeaways is that Google is selecting sources differently than it ever has before.

It doesn't matter whether you're Forbes.

It doesn't matter whether you're NerdWallet.

What matters is:

• Authority

• Trust

• Expertise

• Relevant content

• Context

Today, you can establish context in ways that weren't possible with traditional blue-link search.

You can create:

• Content clusters

• Videos

• YouTube channels

• TikTok content

• Specialized educational resources

All of those things help establish expertise.

That's a tremendous opportunity.

We're fortunate to be operating in an environment where the internet has become more accessible and merit-based than it was for much of the past two decades.

Lee Reams:
That's exactly right.

For years, sites like NerdWallet often dominated search results, even when a CPA, EA, or bookkeeper had written a far more authoritative article.

Now Google is increasingly willing to cite experts who may not be ranked number one.

That's one of the biggest changes.

And that's where the opportunity lies.

Lee Reams:
Let's talk about the old referral model and how it's evolving.

Traditional referrals still exist, and we're not saying they're going away.

Historically, firms grew through referrals from:

• Friends and colleagues

• Business associates

• Attorneys

• Financial advisors

• Bankers

• Mortgage professionals

A friend would refer a CPA.

An attorney would refer an enrolled agent.

A financial advisor would refer a CPA firm.

Those referral sources still matter.

But now there's a new referral source: AI.

Business owners increasingly ask ChatGPT, Google AI, Perplexity, and similar tools questions before they ask a friend.

The new referral model looks something like this:

Question → AI → Recommendation → CPA

AI isn't replacing referrals.

It's becoming a referral source.

And over time, I believe recommendation engines will account for a growing percentage of referral traffic.

Let's talk about reviews because reviews are becoming even more important in this environment.

I mentioned earlier that details inside reviews matter.

Why does that context help recommendation engines so much?

And how should firms think about reviews, testimonials, and case studies differently?

Rebekah Barton:
You can't completely control what people write in a review, but you can certainly guide them.

A weak review might simply say:

"Great CPA."

That's still positive and helpful.

But a stronger review might say:

"This CPA helped us save thousands of dollars through S-Corp planning and quarterly tax planning for our construction company."

If you've positioned yourself as an expert serving construction companies and your reviews consistently mention construction-related services and terminology, that's powerful.

Another thing to remember is that the systems understand who is leaving the review.

If construction companies are leaving reviews from business profiles and you have dozens of those reviews, the system begins to recognize a pattern.

It starts to understand that construction businesses trust and recommend you.

While detailed reviews are ideal, even a five-star review from a verified business profile provides value.

You never want to avoid asking for reviews because you're worried they won't be detailed enough.

The identity of the reviewer can still reinforce your authority within a niche.

The more specific the review, the better.

But consistency remains critical.

Reviews have always mattered.

They still matter.

The difference is that now the context within those reviews carries more weight.

So keep collecting reviews regularly.

Lee Reams:
Every review is teaching ChatGPT, Google, and other systems who you are.

It's reinforcing your expertise and specialization.

Many firms think reviews are simply about collecting five stars.

The firms that succeed in AI search will collect expertise signals inside those reviews.

That may mean adjusting the language you use when requesting reviews and encouraging clients to mention specific services, industries, or outcomes.

If there is one takeaway from this episode, that might be it.

Now let's talk about directories, industry platforms, and discussion forums.

Whether it's Reddit, industry directories, or specialized platforms, these ecosystems are becoming increasingly important.

For example, if your TaxBuzz profile highlights your niche specialties and your reviews mention things like construction, cash flow planning, real estate investing, or other specialty areas, that information becomes very valuable.

Why do Google and AI recommendation engines trust these ecosystems so much?

Rebekah Barton:
Because those ecosystems have built authority within specific industries.

Take LinkedIn, for example.

LinkedIn is a professional networking platform.

Its users are professionals.

That gives the platform credibility.

The same applies to specialized platforms:

• Zillow for real estate

• Avvo for attorneys

• TaxBuzz for tax professionals

These platforms have invested years into building trust and authority within their respective industries.

As a result, search engines and AI systems trust the information they contain.

When you're active on a respected industry platform, it strengthens your credibility.

For tax professionals, TaxBuzz is more than a directory.

It's an authority platform.

It reinforces:

• Your expertise

• Your geographic relevance

• Your industry authority

It also gives you opportunities to publish content on trusted third-party domains.

That helps build credibility across the web.

When AI systems see you appearing consistently on trusted industry platforms, it improves your GEO signals and increases the likelihood that you'll be recommended.

Think of it like building a house.

Each trusted platform becomes another cornerstone supporting your authority.

Lee Reams:
We see this all the time when auditing firms.

Are they mentioned on Reddit?

Are they active in industry communities?

Are they participating in conversations?

People often underestimate how important these activities have become.

Optimizing your profiles doesn't take much time.

Remember, Google isn't evaluating only your website anymore.

It's evaluating your entire digital reputation.

Future-ready firms understand this.

Ask yourself:

• Can Google explain who you help?

• Can ChatGPT explain what makes you different?

• Can AI systems confidently recommend your expertise?

Everything we've discussed contributes signals that answer those questions.

If the answer is no, your firm becomes harder to discover.

I often describe this as a visibility pyramid.

At the foundation, you have your digital footprint:

• Your website

• Your blog

• Your social media presence

• Your reviews

• Your directory profiles

• Mentions across the web

Then comes discovery.

People ask ChatGPT or other AI systems questions.

Those systems evaluate authority signals.

They determine who has expertise.

And eventually, they recommend a brand.

The recommendation is based on authority, trust, and visibility.

Let's shift gears and talk about execution.

If you were a firm owner, what would your next 90 days look like?

What practical steps would you take to start building visibility and recommendation readiness?

Rebekah Barton:
There are five major things I would focus on.

1. Clarify Your Niche

Figure out who you want to serve.

Become known for something specific.

Choose a niche and commit to it.

2. Upgrade Your Reviews

Collect outcome-focused reviews.

Encourage clients to be specific.

Ask them to mention services, industries, and results.

Also focus on consistency.

Regular reviews are better than receiving large batches all at once.

3. Publish Helpful Content

This is completely within your control.

Create content on:

• Your blog

• LinkedIn

• Facebook

• Instagram

• TikTok

• YouTube

AI can help generate ideas and content strategies.

You can even ask AI:

"What content should I publish if I want to be recommended for this type of search?"

It can help identify topics and content clusters that reinforce your expertise.

4. Audit Consistency

Review all of your online properties:

• Website

• Google Business Profile

• TaxBuzz

• Social media accounts

• Directory listings

Make sure information is accurate and consistent everywhere.

Check phone numbers, addresses, branding, messaging, and positioning.

Look at your presence the way an AI system would.

5. Build a Narrative

Develop a clear brand story.

Decide what personality your firm should have.

Then communicate that consistently across every platform.

This requires confidence.

Putting yourself out there can feel uncomfortable.

But if you want to own your niche and become memorable, it's essential.

And if you start now, you'll be much harder to displace in the years ahead.

Lee Reams:
The reality is that this isn't some pie-in-the-sky idea anymore.

The shift has already happened.

It's not something that's coming in the future. It's already here, and it's becoming more important every day.

I want to build on some of the points you made about the next 90 days.

Most firms are invisible for surprisingly simple reasons.

Their firms are visible in the traditional sense. They're ranking. They're showing up in search results.

But they're generic.

They're not memorable.

As a result, they become invisible inside recommendation engines.

Google understands where you are.

For example, it may know that you're located in downtown Los Angeles.

What it doesn't know is why you're different from the twenty other firms nearby.

Another issue is reviews.

Many reviews aren't teaching AI anything.

They're generic one-line comments.

What I would call thin reviews.

That's an easy place to improve.

And perhaps most importantly, many firms haven't clearly defined their expertise.

Whether that's a niche, a specialty, a service focus, or an area such as QSBS planning, tax planning, or advisory work, the expertise isn't clearly visible across the digital ecosystem.

If your authority doesn't live online, it's harder for recommendation systems to find and recommend you.

The biggest takeaway from today's discussion is simple:

Google didn't just announce new AI features.

Google announced a completely new visibility model.

I view this as an earthquake in our industry.

The future is increasingly about recommendations.

The firms that win won't necessarily have the biggest websites.

They may not even be the biggest firms.

Boutique firms have enormous opportunities.

The firms that succeed will have:

• Clear expertise

• Strong authority

• Strong reputations

• Strong narratives

Tell your story.

Make yourself unique.

And remember, you can still be a generalist and have a narrative.

I've been saying for a long time that cookie-cutter is dead and narrative wins.

Google's latest rollout essentially confirms that.

I hope you're paying attention to what's happening.

There's a lot of noise in the marketplace right now, and we're trying to simplify it as much as possible.

These changes will affect your growth.

More importantly, they'll affect your opportunities to move into advisory services, become more efficient, serve clients more effectively, and generate more revenue.

I think the future is very promising for firms that adapt.

As I mentioned in our previous podcast, we're going to continue focusing on AI-related topics.

Today's discussion was primarily about AI and marketing.

Over the coming weeks and months, we'll continue exploring additional topics in this space.

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Until next time, have a safe and enjoyable graduation season.

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