Discovery on the Web Is No Longer Linear

People don’t discover information the same way they did even a few years ago.

Today, discovery often happens through:

• Search engines

• Social platforms

• Aggregators and directories

• Reviews and comparison sites

• AI-driven summaries and recommendations

The path from question → decision is no longer straight. It’s layered, indirect, and often invisible.

Understanding systems matters more than optimizing for any single channel.

Where do you think discovery is shifting most right now—search engines, platforms, or AI tools?