Every day, our attention gets pulled in more directions as the number of information platforms keeps growing. New players like AI search are entering the mix, while companies carve out their own walled gardens through social networks and private communities. On top of that, smaller, vibe-driven apps are launching constantly. Many of these spaces are louder and more chaotic than ever, with countless voices competing for our focus at the same time. We’re overwhelmed by information, and our trust in traditional sources like search engines and social media is breaking down. We still turn to these platforms to research, but we increasingly look elsewhere to verify what we find and to actually make decisions. We’re returning to a source we’ve relied on since the beginning: other people. That means showing up across a growing number of platforms and within as many people-driven channels as possible. Search is fundamentally a trust experience. Rachel Botsman, a leading authority and author on trust in the modern age, defines trust as: “A confident relationship with the unknown.” I’ve come across many definitions of trust, but this one stands out. It’s clear, concise, and gets to the heart of what matters: how we handle uncertainty. When outcomes are predictable, we don’t really need trust. Trust becomes essential when we’re facing the unknown. Searching for information is what humans do when they feel unsure. Each time we search, three layers of trust are at play: Self-trust (I’m uncertain.): I don’t trust that I currently have enough information to make a sound decision. Platform trust (Where I trust to search for answers.):…