From clicks to conversations: How to win the moment of intent in the future of search advertising

Search needs a new playbook. 

It’s always evolved, but never this radically—and never this fast. Powered by generative AI, today’s search experiences are more conversational, multimodal, and assistive than ever before. Instead of a step-by-step funnel, the search journey has become an adaptive path shaped by voice, chat, image, and context. 

McKinsey confirms what most marketers are already feeling: Generative AI is no longer experimental.¹ It transforms how people find information, engage with brands, and make decisions. 

From rethinking ad targeting to preparing for AI-powered placements and automation, this evolution demands bold strategy and the agility to keep pace with search’s rapid evolution. 

3 trends reshaping search today 

Search has transformed from a gateway to information into a dynamic system for interaction, exploration, and action. Below are three major shifts marketers need to understand now. 

1. Search is becoming more conversational

Generative AI is turning static queries into fluid conversations, helping users refine, follow up, and explore naturally. Today’s AI-driven searches are longer, more specific, and more aligned with how people actually speak, making intent easier to detect but harder to rank. 

Applications of conversational AI are reshaping the landscape, expanding beyond fact-finding to decision-making. Marketers must be ready to respond with speed, context, and relevance as new high-intent moments emerge. 

2. Search is becoming more multimodal 

Today’s searchers, especially Gen Z and millennials, are blending voice, images, chat, and text in their search journeys. According to eMarketer, 46% of Gen Z and 35% of millennials now prefer social platforms to traditional engines.²

AI-powered tools make it easy to search with a photo, describe an idea in chat, or use voice to spark discovery. This change demands content that can live across formats while maintaining relevance. 

3. Search is becoming more personal 

People no longer want simple answers—they want a trusted advisor who can anticipate what they need and remember what matters. In fact, 68% of consumers value generative AI that helps them discover unexpected options.³

Generative AI solutions personalize every phase of the search journey using location, browsing behavior, and real-time signals. For marketers, this means performance now hinges on how well your message adapts to the individual, from query to content to creative. 

Why it matters for performance marketers 

Search is no longer just about how people are interacting with information, but also when and how people make choices. As AI reshapes user behavior, performance marketers need to rethink how, where, and with what signals they engage. 

Traditional keyword targeting isn’t enough. Conversational AI systems are prioritizing structure, context, and substance. Beyond search engine results pages (SERPs), marketers must now optimize how generative AI surfaces content across channels and devices. Campaigns must be built to support the whole experience, whether that’s a voice prompt, a visual request, or a natural-language conversation. 

And despite the rise of mobile and chat, desktop still plays a critical role in high-consideration journeys. In verticals like finance, travel, and B2B, decision-making often happens on a larger screen, where users can compare options, review content in depth, and act with confidence. 

Conversational AI tools are also changing the role of the search engine itself. Acting as both guide and gatekeeper, these tools surface brands that provide the right signals, context, and creative. The brands that structure their campaigns to support these new discovery experiences are the ones that come out ahead. 

Proof that generative AI-powered search is working 

This isn’t just a change in how search looks and feels—it’s a shift in how it performs. Copilot-powered search and Performance Max are already delivering results, as purchasing behavior significantly improves following interaction with these tools.