the future of search: how ai impacts your google campaigns (and what you should do about it)

As you’ve undoubtedly noticed, AI is here, and it’s already affecting the way people search. If you’re an agency owner, you’ve probably seen it coming. Maybe it’s a thought that’s lingered at the back of your mind or a bullet point on your to-do list—how exactly is AI going to impact your search campaigns? Or, should it?

The reality is, AI isn’t something that’s “coming” anymore; it’s here.

If you’re not factoring AI into your digital strategy yet, now’s the time to act – with the right partner, you can still stay ahead of the curve and successfully adapt to the changes. So you don’t spend a lot for yourself or your clients without yielding the desired results.

beyond google: a look at generational search behavior

Search behavior is changing, especially across different generations. Younger audiences are turning to Google less often, in favor of other tools and platforms like voice agents, AI chatbots or various social media channels. Across all generations, there’s a trend towards more specific and detailed search queries. However, younger generations are more likely to utilize a variety of platforms beyond traditional search engines, including social media and voice-activated assistants like Siri.

Generational search differences include the following variations: 

• Baby Boomers tend to prefer detailed, specific queries on traditional search engines like Google or Bing. They tend to use longer search terms, averaging up to 7 words. For example, a typical Baby Boomer search might be “Best energy-efficient refrigerators 2024 reviews” on Google.
• Gen X and Millennials show similar search behaviors, with an average search length of about 4 words. They typically use both traditional search engines and social media platforms (Facebook, Instagram, TikTok) to gather information.
• Gen Z lean on a mix of non-traditional search methods including social media, video guides and reviews (YouTube), image searches (Google Lens, Pinterest Lens), voice-activated assistants (Siri, Alexa, Google Assistant), interactive platforms (Quora or Reddit) and dedicated apps (Goodreads, IMDb). They show a preference for visual and interactive content, using an average search length of 5 words.
• Gen Alpha’s search behaviors are still evolving while researchers actively study their habits and preferences. The oldest members of this cohort are about age 13. 

Ways we seek information AND search results are changing. Understanding how these shifts will affect your clients’ online search behavior is essential for adapting your strategies. AI is already playing a role in this transformation.

a closer look at AI and ChatGPT in search

While users increasingly use AI tools like ChatGPT to search for information, these AI tools have some major limitations: they don’t pull in real-time data, and they occasionally “hallucinate” (makeup results). 

That means businesses relying solely on AI-driven search might not be getting the most current or accurate results. Companies seeking to maintain their competitive edge must meet evolving customer needs in real-time. Yet we must stay vigilant that the data we share is timely and accurate. 

AI summaries and automated responses are becoming more common, too.  AI will continue to affect search results in a variety of ways. 

The proliferation of AI-generated content (text, images, video, etc.) will also undoubtedly shape what we search for and the results we expect. In the near future, companies will likely be competing to show up in places that aren’t even on their radar yet.  

digital agency partnerships help companies stand out 

The world of search is evolving quickly, and businesses need a digital partner who can adapt and make necessary changes to stay competitive. 

Look for a digital partner to help you:

• Identify where moves need to be made.
• Perform testing to understand what’s working and what isn’t working, now. 
• Prepare to shift strategies periodically to ensure marketing dollars won’t be wasted.

Our business strategies have to change and move as fast as the digital environment is changing. If you continue to just put your head in the sand (for example, only running google ads), you’ll be in trouble as AI becomes more pervasive.

turn ai search uncertainties into opportunities to be found online

The landscape of AI and search is still being figured out, with new developments like Apple’s AI intelligence looming. Businesses must be prepared to navigate these changes with the right expertise on their side.

The digital environment is moving fast, so a strategy that worked yesterday might not work tomorrow. Staying relevant means being ready to pivot and adapt.

By viewing uncertainties as opportunities for innovation, we help our clients:

• Differentiate in crowded marketplaces
• Discover new revenue streams or business models
• Build stronger, more resilient customer relationships

Brands that thrive in uncertain times remain curious, agile, and proactive. By embracing change and seeking out opportunities within challenges, you can position your company or agency well. 

how creative agencies keep up with changes in search

If all of this feels overwhelming, that’s because it is! The pace of change in search and digital marketing can feel overwhelming – and it’s only going to accelerate. Expect changes in the world of search and digital marketing to rapidly and continually evolve. 

Perhaps the most important takeaway here is that there is no “next big thing” to latch onto yet; things are still in flux. That demonstrates the need for a reliable, knowledgeable digital partner—someone who can guide you through the unknown and keep strategies relevant.

If you have questions, or concerns, or just want to discuss changes and trends in the marketplace, reach out to cohort.digital today. We’re here to support and guide you through complexities – ensuring you show up when (and where) your ideal clients are searching.

ready to make the most of ai and search?

If you’re feeling the pressure to stay ahead of AI trends in search, we’re here to help. Schedule a consultation with our founder, Alissa, to talk through your strategies and ensure you’re prepared for what’s coming next.