By Danny Ireland and Mike Sharp
Members of the Launch team recently joined the top 1% of UK agencies at Google HQ for an exclusive look into the future of search.
Google’s Future of Search Summit offered powerful insights into how AI is reshaping the search landscape, from user behaviour to ad opportunities.
Here’s what we learned:
We got to hear Google’s response to “Search is dead, long live the LLMs!” and don’t think any marketeers or shareholders need to worry about search for now…
AI is now deeply embedded in Google’s core product. With the rollout of AI Overviews and a dedicated AI Mode, Google is not only safeguarding its search monopoly but also positioning itself as the most widely used generative AI in the market.
Contrary to some narratives, search is expanding, especially among younger demographics. AI-powered search tools are enabling more complex, nuanced, and frequent queries, signalling a shift in user behaviour – think Circle-to-search. Their recent earnings call backs this up too – still seeing double digit growth in search.
Welcome to the Multimodal Era
Search is no longer just about typing in keywords. We’re entering a multimodal world, where people search on Google using a blend of text, voice, image, and video. Google revealed that 1 in 5 queries are now visual, blurring the lines between traditional search and platforms like YouTube.
Marketers should be rethinking their ad inventory to fit. And thinking about more more dynamic ways to use search across the full funnel, not just for bottom-of-funnel (BOF) conversions.
One of the most forward-looking concepts discussed was Agentic AI. This involves ‘smart’ assistants which understand user preferences and execute entire purchase journeys within the Google ecosystem. ‘Agentic Shopping’ is a glimpse into a potential zero-click future, where the user journey starts and ends without leaving Google’s environment.
As search expands, so does ad space. Every new ad type – from visual search ads to AI-enhanced experiences – will come with its own dedicated auction, offering more opportunities for brands to appear throughout the customer journey.
Search may not be dead, but it’s definitely changed for good. And it will continue to do so: Google isn’t about to give up its search crown to Chat GPT just yet.
The main question on the mind of marketing directors should be: are your accounts ready for this new era of search?
Launch is one of only 1% of UK agencies certified as Google Premier Partners, reflecting our deep understanding of paid search. Our team is friendly, experienced, and gets results. Contact us if you have any questions about how we can make paid search work better for you.