Marketers Adapt to AI-Powered Search as Consumers Seek Deeper Conversations

Google's AI-powered Search is expanding its capabilities to become more intelligent and conversational. Marketing leaders from Ikea, Debenhams Group, and DoorDash share their insights on how to navigate this transition in an era where consumers are increasingly using longer search queries and interactive features.

Linda Ha, Deputy CMO of Ikea, notes that Search is helping the company understand customers' behavior outside of its own platforms. With rich data from its loyalty program, Ikea can now offer personalized experiences and show up more relevantly in search results.

Andy Wells, VP of Growth Marketing at DoorDash, highlights the importance of adapting to changing consumer behaviors, including using AI-powered advertising to drive incremental growth. By shifting 30% of their budget to AI Max for Search and Performance Max, DoorDash has seen profitable and incremental growth compared to traditional strategies.

Dan Finley, Group CEO of Debenhams, emphasizes the need for brands to position themselves at the forefront of this new era of AI-powered search. With over 25,000 brand partners and tens of billions of pounds of inventory, Debenhams is using Google's full suite of AI technology to drive profitable demand.