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My Pubcon 2016 Masters kick off talk on the future of search and social and how marketers and organizations can prepare for all of the innovative technological changes coming from Google, Facebook, and Amazon. Human behavior impacts the creation of technology. Companies are trying to solve problems for what we love and hate as users, so if we study human behavior (especially our stakeholder's) we can anticipate change in a sea of content and daily news updates. Google's investment in machine learning, Google's launch of the Pixel Phone and ownership of hardware, the development of Google Assistant and introduction of it across multiple devices, Amazon Echo, Apple's Siri, Facebook Instant Articles, Accelerated Mobile Pages, devaluing intrusive interstitials algorithmically, Facebook Live, Periscope, the iOS 10 update, and so much more are all answers to human desires and needs. Focus on what humans want and don't want and you'll "win" at SEO, content, social, and more. Don't just rely on tools though, because keyword research can't tell you about search intent and personalized, machine learning algorithms. You'll have to study and understand users to get that. Thankfully we can study things like suggestion chips and filter chips to better understand user's wants, context, relevance, and topic modifiers.