Marketers Navigate Google's AI Search Expansion

Google's AI Search expansion is changing consumer behavior and marketing strategies. Three global business leaders shared their insights on navigating this shift at Cannes.

Linda Ha, deputy CMO of Ikea, emphasized the importance of rich data from loyalty programs to understand customer needs outside the brand. DoorDash's Andy Wells highlighted the 27% increase in longer search queries year-over-year and leveraged AI Max to show up for specific situational queries.

Debenhams' Dan Finley discussed positioning his company as a curated and personalized destination, with a focus on showing up at best through extended search terms. He also emphasized the use of Google's full suite of AI technology to operate at scale and capture profitable demand.