The classic marketing funnel, a clean straight line from awareness to consideration to purchase, has been irrevocably altered. This is being replaced by faster, more fluid journeys driven by consumers who want to find inspiration everywhere and have complete trust in the information they receive. AI has fundamentally changed the game. This allows consumers to meet needs that were previously too complex or required significant effort to solve.
Google is witnessing this change. Queries in the AI mode experience are longer and more complex. They believe this change will help reduce the time from ‘discovery’ to ‘decision’.
For marketing leaders, this is more than just a search update. It’s a behavioral change. People are using AI to speed up their lives, and advertisers need to keep up. Here are five new consumer moments driven by AI-powered search and how they impact your business.
1. “I want that!” moment
shift: AI has turned both the physical and digital worlds into showrooms.
Consumers can now act instantly on inspiration, whether they see it online or while walking down the street. Visual tools like Google Lens and Circle to Search allow users to take a photo of something in the real world and instantly ask, “Where can I get this?”
This is not casual browsing. It’s a discovery with a high level of intent. The data is clear. One in five Google Lens searches indicate commercial intent.1
what it means to you: The lag between “saw” and “want” is disappearing. Brands need to be able to respond to visual, multimodal queries.
2. “Help me find exactly what I need” moment
shift: Today’s consumers are getting to the point.
In AI mode, users can bring complex queries directly into search, confident that Google’s AI can handle nuances in ways that traditional search has never been able to. Instead of vague keywords like “restaurants and music venues in Nashville,” they are having direct, natural language conversations with more specifics and details. For example, “Things to do in Nashville with friends this weekend. We’re big foodies who love music, but we also like a more laid-back atmosphere.”
As of Q3 2025, AI Mode is available in 40 different languages and currently has more than 75 million daily active users. Powered by the latest Gemini model, it better understands intent and nuance, allowing people to tackle their toughest questions and learn interactively.
What it means to you: This breaks down the “consideration” phase. AI acts as a personalized consultant, instantly synthesizing information and comparing options so customers get what they need in one chat.
3. “I’m ready to learn more” moment
shift: AI is acting as a massive filter on lead quality.
The quality of clicks sent to a publisher’s site is much higher because users ask more detailed questions and their searches provide more complete answers.
Here’s why: AI pre-processes basic questions with low intent. Users only click through after being notified. As a result, users who click away from AI-generated results are typically highly qualified.
what it means to you: When users click on a search results page that includes an AI summary, they are more likely to spend more time on the site they visit. This indicates that the leads are of high quality and have a high probability of conversion. You’re not just getting traffic; You can motivate your customers to take action.
4. “I need to know before I buy” moment
shift: Travel has changed, but trust is timeless.
Modern consumer behavior is complex, but the flow of trust is clear. According to a 2024 Traackr study in the US, YouTube was ranked as the first choice for product reviews and product information by all consumers, including Millennials and Gen Z.2 Additionally, 70% of social media users use Google Search to inform and rate products they find on social media.3
After initial interest, customers still turn to search and YouTube to compare products and prices and build trust.
what it means to you: Ads placed on AI Overview reach consumers at critical moments of validation. This is a valuable opportunity to make the best offer right before a final decision is made.
5. “Can you do it for me?” moment
shift: Search has evolved from a query to a command.
We have entered the age of agents. People are starting to move from asking questions to demanding action. Instead of searching for “good vegan restaurant,” a user might say, “Find dinner reservations for five tonight at 7pm. We have outdoor seating and plant-based options.” AI systems can now perform such result-oriented tasks by scanning multiple booking platforms on your behalf.
This is just the beginning. Other Google AI agents currently available include useful features such as calling local stores on your behalf to check on inventory and alerting you to buy when an item drops to your desired price.
what it means to you: If you want to be part of this change, your data needs to be structured and accessible. If the data is disconnected, the system will bypass the user to fulfill the user’s request.
AI advertising essentials
Customers are already familiar with the conversational, fast-paced world of AI. They want speed, confidence, and a frictionless experience. To capture these high-value moments, marketers must align their actions.
Our recommendations are:
- Enabling Google AI Max for search campaigns. Connect your brand to Google’s AI-powered search experience. Advertisers who enable AI Max in Search campaigns typically receive 14% more conversions or conversion value at similar CPA/ROAS.4
- Power Google AI with data. Unlock the full potential of AI with high-quality first-party data. Build “data strength” by connecting data sources, maximizing data quality, and activating through Google AI.
- Embrace your agent. Let Ads Advisor proactively diagnose campaign issues and generate new creative assets. Meanwhile, Analytics Advisor instantly answers complex business questions and outlines next steps for growth.
- Prepare data for agents. The age of agent-consumers requires accurate, structured data. This means working with systems like Shopping Graph and integrating with technology partners like OpenTable, Resy, Tock, Ticketmaster, StubHub, SeatGeek, and Booksy.
The next generation of consumers is redefining search. Your advertising should also follow suit.
This post was created by Google Ads Insider Studio.
1 Google Internal Data, Global Lens, April 2024
2 Traackr 2025 Influencer Marketing Impact Report, n = 1,000 Americans surveyed, September 2024. Competitive set includes Facebook, Instagram, Reddit, Snapchat, TikTok, and X
3 Active/Passive Shopping Survey commissioned by Google and conducted by Ipsos, n=7,744 online consumers in AR, AU, BR, CA, CL, CO, DE, ES, FR, ID, IN, IT, JP, KR, MX, NL, PE, PL, SG, AE, UK, US aged 13+ who have purchased online in the past month and use social media at least weekly, March 2023 4 Moon.
4 Google internal data, 2025. Based on campaigns with greater than 70% conversion or conversion value from exact match or phrase match keywords for non-retail advertisers.
