AI is changing search, shifting it away from short keywords toward longer, more detailed questions, and that change is beginning to affect how ads are shown and the way brands are discovered.
At a recent media session on AI, search, and promoting, Dan Taylor, Vice President, Global Ads, Google, said these changes are already visible in how users interact with search.
“People are actually asking longer, more complex questions – queries they wouldn’t have asked previously,” he said, adding that these searches usually tend to trigger AI-generated responses.
From keywords to intent-driven search
Traditional search campaigns were built around predictable keyword patterns. That model is becoming less reliable as queries grow longer and more varied.
Taylor said this changes how campaigns have to be structured. “Search behaviour has develop into more conversational and complicated. If your campaigns aren’t flexible enough to adapt to those changes, you’re likely missing opportunities,” he said.
In the past, advertisers could map keywords to specific services or products. Today, users may describe what they need in full sentences, mix multiple needs in a single query, or refine their intent through follow-up questions. That makes it harder to depend on static keyword lists alone.
AI systems are getting used to interpret queries and match them with relevant ads based on context, not only exact terms. According to Taylor, Google says these improvements in language models have reduced irrelevant ads by around 40%.
As search becomes more conversational, brands are expected to offer richer information that helps systems understand their offerings. That includes answering common product questions, listing compatible items, and offering more detailed descriptions beyond basic keywords.
Automation reshapes campaign management
The same shift is affecting campaign management. AI tools are beginning to handle parts of the workflow that were once handled manually. “We’re also seeing tools like Google Ads Advisor, Analytics Advisor, and other agentic capabilities reduce manual, hands-on work – what one CMO described as ‘minimising the mundane,’” Taylor said.
These tools can suggest changes, discover issues, and, in some cases, apply updates with approval, reducing time spent on routine tasks. Early expectations were that smaller businesses would profit first, as they often lack the time or expertise to administer complex campaigns. But adoption has been broader.
“When we rolled out AI Max for Search campaigns… we initially assumed the go-to-market strategy would profit smaller advertisers more quickly. But in point of fact, there was still significant untapped potential amongst larger advertisers as well,” Taylor said.
Both small businesses and enormous brands may have to rethink how they structure campaigns and measure performance. Agencies are also adjusting their workflows. Many are using AI to automate parts of campaign setup and reporting, while working with first-party data and artistic assets in latest ways.
AI search changes the role of marketers
At the identical time, the role of marketers is starting to vary. As more of the execution work is handled by systems, the main target is moving toward strategy and artistic direction. “One of my favourite quotes from a CMO is: ‘Marketers won’t get replaced by AI—but they could get replaced by marketers who use AI more effectively,’” Taylor said. “When every creator has the ability of a Hollywood studio on their phone, creative ideas matter greater than ever.”
Marketers may spend less time managing bids or adjusting keywords and more time shaping campaigns, testing ideas, and understanding customer needs.
AI-driven search is changing how results are presented. Short, factual questions should return direct answers, while more complex queries may result in AI-generated summaries with links and follow-up options. “It all is dependent upon what the user is searching for and which format delivers essentially the most relevant response,” Taylor said.
Ads can now appear alongside or inside AI-generated responses, in some cases, depending on the context. Visibility is not any longer tied only to an inventory of blue links, but in addition to how well content and campaigns align with user intent in these formats.
Taylor said overall patterns haven’t shifted in a serious way. “We haven’t seen significant changes in overall traffic trends. Year over yr, the standard of clicks has improved, meaning users are more engaged and fewer prone to bounce.”
Still, the best way users move from search results to web sites may proceed to vary as AI features expand. Queries have gotten more detailed, systems are doing more of the matching, and campaigns are less tied to fixed structures.
Marketers are adapting to a model where intent, data, and artistic inputs carry more weight than manual controls. The tools may handle more of the method, but outcomes still rely on how well those inputs reflect what users are attempting to search out.
See also: AI search is changing brand visibility — EZY.ai shows how
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