TMRE 2025

Session Title: Search vs. Social vs. AI: Decoding the New Dynamics of Consumer Discovery with Knit’s AI-Powered Insights

Time: Wednesday, 29 October 2025 11:35am - 12:05pm PST

As tech continues to evolve, consumers are no longer defaulting to Google search—social platforms like TikTok and Instagram, Amazon, and the evolving landscape of AI tools are competing to be the first stop for discovery. In this session, Priti Mehra, Former Head of Brand and Reputation Insights at Google, and Aneesh Dhawan, CEO of Knit, share new research revealing generational, category, and credibility dynamics across these channels. Priti and Aneesh will walk through the entire study journey – from scoping to storytelling – to showcase how consumer discovery is evolving while overviewing how Knit’s Researcher-Driven AI platform delivered these insights—pairing quant + qual, authentic video stories, and AI-native analysis into actionable strategies for marketers and insights leaders.