The rise of AI-powered search tools like Google’s Gemini has transformed how consumers discover brands, but marketers should see this as an opportunity rather than a challenge. A common misconception is that these intelligent search experiences limit choices, but the reality is they expand the consumer journey. People using AI search now visit 12 touchpoints during their buying process, nearly three times more than in non-AI journeys. This shift doesn’t overwhelm shoppers; in fact, 3 in 4 users report that AI features help them make faster, more confident decisions.
To connect with today’s consumers, marketers must follow three key priorities: cater to the super-empowered consumer, establish brand authority through unique expertise, and focus on measurable business outcomes. The super-empowered consumer uses advanced tools to explore broader options and ask highly specific questions, setting a new standard for brands. While search behaviors have evolved, the core principle of delighting consumers remains unchanged. As Daniel Shin Un Kang, head of organic and agentic search at Expedia Group, notes, ‘The fundamentals of delighting consumers haven’t changed. What has changed is the medium of search, from keywords to conversations.’
Search visibility now hinges on authority and helpfulness, with AI tools enabling deeper exploration of expertise. Brands must optimize their content to provide authentic, specific responses to capture intentional discovery. For example, a running store could create a detailed video analyzing why a specific customer’s shoes collapsed, offering unique expertise that sets them apart. IKEA has leveraged AI search to connect with curious shoppers, making complex journeys like kitchen planning easier and more personalized.
Marketers must also ensure their websites, apps, and product feeds are fast, rich, and user-friendly. Google’s tools now help brands understand how they appear in generative search experiences, including visual queries and social video content performance. The focus should remain on helping customers, as commercial messaging in this era requires providing value and assistance rather than passive announcements.