AI is changing search, shifting it away from short keywords toward longer, more detailed questions, and that change is starting to affect how ads are shown and how brands are discovered.
At a recent media session on AI, search, and advertising, Dan Taylor, Vice President, Global Ads, Google, said these changes are already visible in how users interact with search.
“People are now asking longer, more complex questions – queries they wouldn’t have asked in the past,” he said, adding that these searches are more likely 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 need to be structured. “Search behaviour has become more conversational and complex. If your campaigns aren’t flexible enough to adapt to these changes, you’re likely missing opportunities,” he said.
In the past, advertisers could map keywords to specific products or services. Today, users may describe what they want in full sentences, combine multiple needs in one query, or refine their intent through follow-up questions. That makes it harder to rely on static keyword lists alone.
AI systems are being used to interpret queries and match them with relevant ads based on context, not just 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 provide 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 starting 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, identify issues, and, in some cases, apply updates with approval, reducing time spent on routine tasks. Early expectations were that smaller businesses would benefit first, as they often lack the time or expertise to manage 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 benefit smaller advertisers more quickly. But in reality, there was still significant untapped potential among larger advertisers as well,” Taylor said.
Both small businesses and large brands may need 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 creative assets in new ways.
AI search changes the role of marketers
At the same time, the role of marketers is starting to change. As more of the execution work is handled by systems, the focus is moving toward strategy and creative direction. “One of my favourite quotes from a CMO is: ‘Marketers won’t be replaced by AI—but they may be replaced by marketers who use AI more effectively,’” Taylor said. “When every creator has the power of a Hollywood studio on their phone, creative ideas matter more 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 may still return direct answers, while more complex queries may lead to AI-generated summaries with links and follow-up options. “It all depends on what the user is looking for and which format delivers the most relevant response,” Taylor said.
Ads can now appear alongside or within AI-generated responses, in some cases, depending on the context. Visibility is no longer tied only to a list of blue links, but also to how well content and campaigns align with user intent in these formats.
Taylor said overall patterns have not shifted in a major way. “We haven’t seen significant changes in overall traffic trends. Year over year, the quality of clicks has improved, meaning users are more engaged and less likely to bounce.”
Still, the way users move from search results to websites may continue to change as AI features expand. Queries are becoming 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 creative inputs carry more weight than manual controls. The tools may handle more of the process, but outcomes still depend on how well those inputs reflect what users are trying to find.
See also: AI search is changing brand visibility — EZY.ai shows how
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