Google's AI-Driven Search Expansion Creates New Growth Opportunities
Dan Taylor, vice president of global ads at Google, says that AI is expanding the capabilities of Search today and driving expansionary opportunities for businesses. To meet evolving consumer needs, Google Search has become more agentic, personalized, and intelligent.
The rise of conversational and multimodal searches has led to an increase in people using natural language to interact with Search, with queries that are three times longer than traditional Search queries on average. This shift is driving an expansionary moment for Search, where businesses can create and capture demand faster than ever before.
The core channels and tactics in the moments that matter remain the same: organic presence and paid strategy. However, AI is changing how people find products and shop, moving curious consumers from discovery to decision faster than ever before. This creates a massive opportunity for brands to create and capture demand and connect across the entire purchase journey.
The Gemini model has been built into the foundation of Google Ads, connecting advertising performance directly to core AI research. This helps businesses turn curiosity into business growth by improving ad quality and relevance, introducing new ad formats in AI Search experiences, and providing tools that capture demand at scale while keeping them in control.