Sign in with Google A version of this article was originally published on Business Insider.
The classic marketing funnel, that neat, sequential journey from awareness to consideration to purchase has irreparably changed. It’s been replaced by faster, more fluid experiences, driven by consumers who find inspiration everywhere and want complete confidence in the information they receive. AI has fundamentally changed the game. It allows consumers to satisfy needs that were previously too complicated or required too much work to solve.
At Google, we are seeing this shift firsthand. Queries in our AI Mode experiences are becoming longer and more complex. We believe this shift will help shorten the time between discovery and decision.
For marketing leaders, this isn’t just another search update; it’s a search behavioral shift. People are using AI to speed up their lives, and advertisers need to keep up. To help, we’ve laid out five new consumer moments driven by AI-powered Search and what they mean for your business.
1. ‘I want one of those!’ moments
The shift: AI has turned both the physical and digital worlds into a showroom.
Consumers can now act on inspiration instantly, whether they see it online or walking down the street. Visual tools like Google Lens and Circle to Search allow users to snap a photo of something in the real world and immediately ask, “Where can I get one of these?”
This isn’t casual browsing; it is high-intent discovery. The data is clear: 1 in every 5 Google Lens Searches shows commercial intent.1
What it means for you: The lag between “I see it” and “I want it” is vanishing. Your brand needs to be ready for visual, multimodal queries.
Visual tools like Google Lens and Circle to Search let users effortlessly act on intent to purchase.
2. ‘Help me find exactly what I need’ moments
The shift: Today’s consumer is getting straight to the point.
In AI Mode, people bring complex queries directly to Search, confident that Google’s AI can handle the nuance in ways that traditional Search couldn’t in the past. Instead of vague keywords like ‘Nashville Restaurants or music venues” they are having direct, natural language conversations that include more specifics and detail, for example “Things to do in Nashville this weekend with friends. We’re big foodies who like music but also more chill vibes.”
As of Q3 2025, AI Mode is available in 40 different languages and now has over 75 million daily active users. Powered by the latest Gemini models, it better understands intent and nuance, allowing people to tackle their toughest questions and learn interactively.
What it means for you: This collapses the consideration phase. The AI acts as a personalized consultant, instantly synthesizing information and comparing options, so customers have what they need after one chat.
AI Mode lets people bring their complex queries directly to Search and get tailored results.
3. ‘I’m ready to learn more’ moments
The shift: AI is acting as a massive filter for lead quality.
As users ask more detailed questions and get complete answers from Search, the clicks we send through to publishers’ sites are of much higher quality.
Here’s why: AI handles the low-intent, basic questions up front. Only after the user is informed do they click through. As a result, the user who clicks away from the AI-generated results is typically highly qualified.
What it means for you: Users clicking from search results pages with AI Overviews are more likely to spend more time on the sites they visit. This signals higher quality leads and conversion probability. You aren’t just getting traffic; you are getting customers primed to take action.
Publisher sites get high-quality entries from user’s complex questions.
4. ‘I need to be sure before I buy’ moments
The shift: The journey has changed, but trust is timeless.
The modern consumer journey is messy, but the flow of trust is clear. According to a 2024 Traackr survey in the U.S., YouTube was ranked as the no. 1 choice for product reviews and product information by all consumers, including millennials and Gen Zs.2 Furthermore, 70% of social media users use Google Search to inform and evaluate products discovered on social media.3
After the initial spark of interest, customers are still navigating to Search and YouTube to compare products and prices, and build confidence.
What it means for you: An ad placed in AI Overviews reaches the consumer at a critical moment of validation. It is a high-value opportunity to present your best offer right before a final decision is made.
Shoppers are going to Search and YouTube for product reviews and price comparisons that build confidence.
5. ‘Can you do it for me?’ moments
The shift: Search is evolving from queries to commands.
We’ve entered the agentic era. People are starting to move from asking questions to demanding action. Instead of searching for “good vegan restaurants,” a user might say, “Find dinner reservations tonight at 7 for five people, with outdoor seating and plant-based options.” AI systems can now perform outcome-driven tasks like this, by scanning multiple reservation platforms on your behalf.
This is just the beginning. Other Google AI agents available today include useful capabilities, such as calling local stores on your behalf to check inventory or alerting you to make a purchase when a product drops to your price point.
What it means for you: If you want to be part of this shift, your data must be structured and accessible. If your data is disconnected, the system will bypass you to fulfill the user’s request.
AI agents built into Google Search allow users to made demands within their queries and get results.
The AI ads imperative
Your customers are already at home in the conversational, fast-paced world of AI. They demand speed, confidence, and friction-free experiences. To capture these high-value consumer moments, marketers need to match their search behavior.
Our recommendation:
- Activate Google AI Max for Search campaigns. Connect your brand to Google’s AI-powered Search experiences. Advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar cost per acquisition and return on ad spend.4
- Power Google AI with data. Use your high-quality first-party data to unlock AI’s full potential. Build data strength by connecting data sources, maximizing data quality, and activating via Google AI.
- Embrace agents. Let Ads Advisor proactively diagnose campaign issues and generate fresh creative assets, while Analytics Advisor instantly answers complex business questions and outlines your next steps for growth.
- Prepare your data for agents. The age of the agentic consumer requires accurate, structured data. This means working with systems like the Shopping Graph and integrating with technology partners like OpenTable, Resy, Tock, Ticketmaster, StubHub, SeatGeek, Booksy, and many more.
The next generation of consumers is redefining Search. Your advertising must follow.
