Today, the world is witnessing a fundamental shift in consumer behavior. When consumers set off on their journey to discover and engage with a brand online, they no longer rely on keywords. Instead, search technology is retraining us all to ask complex questions across the digital landscape — Google search, voice assistants like Amazon Alexa, a business’s website, and more — and to expect answers. In a world where data protection regulations like the GDPR make it difficult to collect customer data, how can businesses answer customers’ questions wherever they search? Wendi Sturgis explains the rise of intent marketing and how it will change everything, making it possible to accurately — and ethically — deliver the information consumers want at the moment they ask for it, without knowing every personal detail about them.