How AI is Changing Google Search and Shaping How We Shop and Discover New Things

In today’s fast-paced digital landscape, curiosity drives much of the online activity. Whether it’s learning something new, connecting with others, or simply shopping, people rely on platforms like Google Search to find answers and discover the world around them. However, as artificial intelligence (AI) continues to evolve, Google is changing the very way users interact with its search tools, reshaping not only how we search but also how we behave as consumers.

The Power of AI in Transforming Google Search

Debbie Weinstein, President of Google for Europe, the Middle East, and Africa (EMEA), has seen firsthand how AI has revolutionized Google’s Search capabilities. "In all my time at Google, one thing hasn’t changed: people’s curiosity," she says. "We are always searching for answers and meaning."

But as technology advances, the nature of that search has drastically shifted. Gone are the days of simply typing words into a search box. Now, people are seamlessly navigating four key online behaviors: streaming, scrolling, shopping, and searching. With AI driving many of these experiences, consumers are looking for more intuitive, personalized ways to engage with content.

Visual Search: A Game-Changer for Consumer Shopping

One of the most transformative features of Google Search is its integration with AI-powered visual search tools like Google Lens. Visual search is growing rapidly as more users opt to search using images and videos instead of words. A recent example highlights just how effective this feature can be: a user trying to replace their old blender with a newer model took a photo of the blender at a friend’s house using Google Lens. Within seconds, they were presented with options to purchase the same blender from multiple online retailers.

This ability to instantly turn curiosity into a shoppable moment is not just a niche feature—it’s changing the way people shop. According to Google, 1 in 4 visual searches using Google Lens now has commercial intent, allowing consumers to compare prices, check reviews, and make purchases with ease.

AI Innovations Enhance Search and Shopping Experiences

AI continues to push the boundaries of what Google Search can do. The recent introduction of Circle to Search is an example of how AI is enhancing user interactions. This feature allows users to highlight specific details on an image—such as the "nutrient extraction" button on a blender's display—and immediately get an AI-generated overview of that feature’s capabilities, related recipes, and other shopping options.

Additionally, Google is trialing its AI Mode in the U.S., a feature that expands on AI Overviews and brings more advanced reasoning to search results. AI Mode allows users to ask more complex, multi-step questions and receive detailed, tailored responses that go beyond simple queries.

These innovations are helping users satisfy their curiosity in new ways. “Incredibly, 15% of the searches we see each day are new,” says Weinstein. “By evolving the capabilities of Google Search with AI, we’re not just keeping up—we’re shaping the fundamentals of how people search.”

Consumer Behavior: AI Creates New Shopping Habits

The integration of AI in Google Search has directly impacted consumer behavior, especially when it comes to shopping. According to Google, 80% of Gen Z uses Google Search for various shopping-related tasks, from discovering new products to making purchases. This generation has grown up in a digital-first world and expects their search experiences to be more intuitive and responsive to their needs.

For businesses and advertisers, this shift in behavior presents both a challenge and an opportunity. As AI continues to power search, it’s crucial for companies to adapt to these changes. AI is not only improving the way we search but also providing businesses with new ways to engage with customers based on their intent.

Marketers Embrace AI for Better ROI

The rapid evolution of Google Search powered by AI has not just changed the way people search but also how businesses connect with potential customers. The key to success for advertisers is embracing these AI-driven features to improve their ROI.

Take the example of Volvo Cars, which has harnessed AI to stay ahead in the competitive electric vehicle market. Volvo implemented AI-powered broad match keywords, such as “electric SUV,” allowing Google’s algorithm to find relevant searches and increase their reach. By using value-based bidding (VBB) strategies and experimenting with different approaches, Volvo doubled their Search ROI and saw a 47% increase in leads.

These results show that businesses willing to adapt to AI’s capabilities are seeing tangible benefits. AI tools like Google’s AI Overviews and value-based bidding allow marketers to better understand and meet consumer needs, ultimately boosting conversion rates and driving higher revenue.

The Future of Search: AI is the New Normal

The future of search is here, and it’s undeniably shaped by AI. As consumers continue to shop, stream, scroll, and search in innovative ways, Google’s AI-driven features are transforming how we interact with information. For marketers, this means new opportunities to connect with customers and optimize advertising efforts.

As we look ahead, it’s clear that AI will only continue to evolve and enhance the search experience, making it more personalized, intuitive, and effective than ever before. For those who embrace this change, the rewards are clear: improved consumer engagement, higher ROI, and the ability to stay ahead in an increasingly competitive market.

Stay tuned as AI continues to revolutionize the way we search, shop, and engage with the world around us. The future of search is now, and it’s powered by AI.