For three decades, online search has continually reinvented how people find what they’re looking for. Now, artificial intelligence is transforming the journey entirely, according to Matthew Rivard, director of strategy and product acceleration at Google. He recalls a time when users had to know the language of computers, using quotation marks or plus signs to refine searches. AI has flipped the script, moving from an era of information retrieval to true intelligence.
How AI Empowers Consumers
AI helps consumers make decisions faster and more confidently. Rivard emphasizes that understanding AI-powered search is key for brands to connect with consumers at the exact moment that matters most. With over five trillion searches annually, Google remains a primary tool in the consumer journey. Seventy-one percent of shoppers on Google Search are open to trying new brands, and more users trust content from Google and YouTube than other platforms.
AI has become fundamental to Google’s experience. All 15 of Google’s products with over 500 million users, from Maps to Search, run on Gemini AI models. This enables multi-modal search, allowing consumers to search however or whenever they want. Features like AI Mode offer a conversational approach, where users can type, speak, or use their camera. AI Mode expands on AI Overviews, which provide synthesized summaries from multiple web sources.
Google Lens, a visual search tool, handles 25 billion visual searches monthly, converting casual curiosity into purchase paths. Recently, Google launched Search Live in Canada, allowing users to ask questions verbally or use their camera to inquire about objects. Seventy-five percent of AI Overview or AI Mode users report making more confident decisions, and 77 percent say they decide faster. Queries in AI Mode are three times longer than traditional searches, often with follow-up questions, indicating high engagement.
Google also introduced agentic dining reservations in Canada, accessible via AI Mode. This agentic commerce feature allows AI to act as a personal concierge, searching across restaurant websites and booking platforms based on user criteria like party size and dietary preferences.
How Businesses Can Stand Out
For marketers, AI is growing the overall search pie. Rivard recommends four strategies: First, ensure data is connected and maximized using tools like Google Tag Gateway for privacy-safe insights. Second, automate bidding with Smart Bidding, which uses AI to optimize bids for conversion value in real time. Third, use AI to find new customers with campaign types like Performance Max, which broaden reach across YouTube, Gmail, and Maps. Finally, adopt demand-led budgeting instead of rigid caps to stay agile during demand spikes.
Rivard reassures that AI will not reduce search time; Google data shows people are searching more often thanks to AI. Search usage and queries are at an all-time high. As technology advances, people use products in new ways, presenting the biggest ground for growth in a decade.
