more detailed, device- and platform-agnostic, local, concrete, data-driven. Google doesn’t limit its curiosity to the web. It now searches through your downloaded apps. This is on the surface. All the time while devices are proliferating (from desktops to laptops to smartphones to ipads to watches) and platforms are mushrooming (from keyboards to touchscreens to voice interactions to vibrations) to reflect the minutia of our visible daily habits and behaviors, search is trying to collapse them and get them out of the way in order to focus on what matters the most. Chained (or compound) queries are becoming possible, and this is precisely how “real people” think and talk with each other. Deep down search is becoming more conversational, more interactive, more intelligent, more actionable, more intimate, more human. The question is how brands can adapt to this growing humanization of one of the principle media that people use in order to find what brands have to offer. Outhumanizing Google, while taking advantage of its growing user-friendliness, may involve serving up content that will stimulate people’s curiosity, rather than simply react to it.