Search experiences are rapidly evolving, and with that, consumer behaviors are inevitably changing. To maximize search impact for clients, measure to true incremental business outcomes, and create a more unified customer experience, our experts think about all search experiences holistically.

In the current economic environment, our clients need to stretch their marketing dollars further. We see four major trends–from AI search engines to Gen Z search behaviors–impacting search. Read on for how our experts are helping clients navigate the rapidly evolving landscape and ensure they continue to win in search.

AI: The Core of Modern Search Platforms

Artificial intelligence is revolutionizing both established and emerging search platforms. The evolution of AI in search has been remarkable, with Google first releasing its machine-learning platform “Google Rankbrain” in 2015 to better understand search intent. Now, AI search engines offer capabilities like contextual understanding, conversational responses, and greater personalization.

While AI-powered search engines are scaling rapidly, traditional search engines like Google still dominate the market. Google’s integration of AI features, such as AI Overviews for long-tail searches and AI Mode, is transforming the user experience. Meanwhile, platforms like Perplexity are slowly rolling out paid ads and merchant programs for organic product listings.

So, what does this mean for marketers?

• Establish partnerships with AI search platforms to gain early access to alpha and beta programs and benchmark traffic contributions.
• Optimize your content to leverage AI-driven features and enhance visibility in search results.

The SERP: Increasingly Visual and Product-Focused

In just the past year, spend in product listings has increased dramatically, as our experts have noted higher engagement and conversion rates. Google’s Product Studio allows marketers to test new product images and optimize feed content to reach new searches.

So, what does this mean for marketers?

• Focus on optimizing feed content and site, including titles and descriptions, to improve search visibility and scale programs.
• Rapidly test site enhancements to improve product page conversion rate, as this traffic segment continues to grow
• Utilize tools like Google Product Studio to enhance product creative to grow click share.

Retail Media: Maximizing Consumers’ Growing Shopping Intent

Retail media platforms, particularly Amazon and Walmart, are becoming the go-to for consumers ready to buy. More than half of US consumers start their shopping on Amazon, and the platform’s ad business is growing rapidly, approaching the levels of Meta and Google. This shift highlights the importance of retail media in search strategies.

So, what does this mean for marketers?

• Build comprehensive views of search volume across retail media platforms like Amazon and Walmart.
• Identify use cases and tradeoffs for selling on these platforms to drive incremental revenue.

Social Search: The Gen Z Influence

Social search adoption is highest among Gen Z, with nearly 50% leveraging social platforms over traditional search engines.¹ Platforms like TikTok are launching paid search campaigns, although spend is still lagging compared to other channels. More specifically, TikTok search accounts for less than 5% of platform spend, reaching younger users but at higher CPCs. Meta is expected to launch search offerings in the future, further expanding the social search landscape.

So, what does this mean for marketers?

• Expand search coverage to social platforms like TikTok for select categories. Most TikTok users are searching for new brands, attempting to keep up with trends, and hearing from creators and entertainers.
• Engage with your platform leaders at Meta and TikTok to stay informed about upcoming search offerings and strategically plan for future campaigns.

Lead the Way With a Holistic, Customer-Centric Search Strategy

For marketers, staying informed and adapting strategies to these search trends and thinking about search holistically is crucial. By leveraging AI features, optimizing product content, embracing retail media, and expanding into social search, marketers can navigate this dynamic search environment and drive meaningful results.

The key to success lies in a thoughtful, informed approach—one that is grounded in data, committed to innovation, and passionate about delivering value to consumers. By embracing these principles, marketers can not only keep pace with the changing search landscape but also lead the way in shaping its future. Need support? Connect with our search experts to learn how we can help you cultivate a holistic, customer-centric search strategy for your brand.