What AI Means for the Future of Search

Consumer behaviour is shifting with the rise in AI, changing how users search online. Since the widespread adoption of tools such as ChatGPT, customer journeys have changed with users commonly using AI tools for product research and comparisons.

How do AI tools work?

AI tools are built from two core models:

Large Language Models (LLMs)

A LLM (e.g. Chat GPT) is an AI software designed to process data and generate human-like text.

Large Reasoning Model (LRM)

LRMs are a type of advanced AI model, thinking more deeply and logically about problems.

What Does this mean for digital advertising?

Over the past year, we’ve seen search behaviour start to shift. Google still dominates (with over 90% market share), but its lead is slipping. Increasingly, people are turning to AI chatbots (notably Chat GPT) for answers, meaning Google is slowly getting replaced. According to eMarketer, AI-powered search ad spending in the U.S. is expected to increase from $2 billion today to $26 billion by 2029. That’s nearly 14% of all search ad spending!

So, what can marketers do to stay ahead?

Double down on Branded Search

As AI chatbots like ChatGPT offer direct answers, users may skip traditional search unless they already know your brand (having been referred by AI tools like ChatGPT). Defend your brand terms from competitor bidding and maintain paid coverage to capture high-intent users. Despite scepticism around paid brand ads, AI-driven behaviour makes them more essential than ever.

Prioritise High-Intent Keywords 

Focus on keywords that signal buyer readiness. Broader, info-seeking queries are increasingly handled by AI - A lower-intent channel.

Leverage AI-Powered Campaigns/features 

Campaigns like PMax use machine learning to go beyond keyword targeting, leveraging user signals and context that ChatGPT doesn't have at hand. They help you reach users even outside traditional search, aligning with trends like voice and AI-assisted discovery.

Make your website content AI-friendly (SEO)

Create clear, structured, and semantically rich content. Build topical authority so AI tools reference your site rather than replacing it with generic summaries. The goal: become a trusted source for AI platforms.

Invest in AI-Resilient Channels: Discovery & YouTube 

These channels don’t depend on search queries, making them less impacted by AI-driven changes.

The Bottom Line?

AI isn’t killing search. But it is rewriting the rules. The brands that adapt early with smart content, smarter ads, and a strong presence across platforms will be the ones that win in the next era of discovery.