The classic marketing funnel, that neat, straight line from awareness to consideration to purchase, has irreparably changed. It's been replaced by a faster, fluid journey driven by consumers who find inspiration everywhere and want complete confidence in the information they receive. AI has fundamentally changed the game. It allows consumers to satisfy needs that were previously too complicated or required too much work to solve.
Google is seeing this shift firsthand: queries in AI Mode experiences are becoming longer and more complex. They believe this shift will help shorten the time between "discovery" and "decision."
For marketing leaders, this isn't just another search update; it's a behavioral shift. People are using AI to speed up their lives, and advertisers need to keep up. Below are five new consumer "moments" driven by AI-powered Search and what they mean for your business.
1. "I want one of those!" moments
The shift: AI has turned both the physical and digital worlds into a showroom.
Consumers can now act on inspiration instantly, whether they see it online or while walking down the street. Visual tools like Google Lens and Circle to Search allow users to snap a photo of something in the real world and immediately ask, "Where can I get one of these?"
This isn't casual browsing; it is high-intent discovery. The data is clear: one in every five Google Lens Searches shows commercial intent.1
What it means for you: The lag between "I see it" and "I want it" is vanishing. Your brand needs to be ready for visual, multimodal queries.
2. "Help me find exactly what I need" moments
The shift: Today's consumer is getting straight to the point.
In AI Mode, people bring complex queries directly to Search, confident that Google's AI can handle the nuance in ways that traditional Search has not been able to in the past. Instead of vague keywords like 'Nashville Restaurants or music venues,' they are having direct, natural language conversations that include more specifics and detail, for example: "Things to do in Nashville this weekend with friends, we're big foodies who like music but also more chill vibes."
As of Q3 2025, AI Mode is available in 40 different languages and now has over 75 million daily active users. Powered by the latest Gemini models, it better understands intent and nuance, allowing people to tackle their toughest questions and learn interactively.
What it means for you: This collapses the "consideration" phase. The AI acts as a personalized consultant, instantly synthesizing information and comparing options, so customers have what they need after one chat.
3. "I'm ready to learn more" moments
The shift: AI is acting as a massive filter for lead quality.
As users ask more detailed questions and get complete answers from Search, the clicks sent through to publishers' sites are of much higher quality.
Here's why: AI handles the low-intent, basic questions upfront. Only after the user is informed do they click through. As a result, the user who clicks away from the AI-generated results is typically highly qualified.
What it means for you: Users clicking from search result pages with AI Overviews are more likely to spend more time on the sites they visit. This signals higher quality leads and conversion probability. You aren't just getting traffic; you are getting customers primed to take action.
4. "I need to be sure before I buy" moments
The shift: The journey has changed, but trust is timeless.
The modern consumer journey is messy, but the flow of trust is clear. According to a 2024 Traackr survey in the US, YouTube was ranked as the #1 choice for product reviews and product information by all consumers, including millennials and Gen Zs.2 Furthermore, 70% of social media users use Google Search to inform and evaluate products discovered on social media.3
After the initial spark of interest, customers are still navigating to Search and YouTube to compare products and prices, and build confidence.
What it means for you: An ad placed in AI Overviews reaches the consumer at a critical moment of validation. It is a high-value opportunity to present your best offer right before a final decision is made.
5. "Can you do it for me?" moments
The shift: Search is evolving from queries to commands.
We've entered the agentic era. People are starting to move from asking questions to demanding action. Instead of searching for "good vegan restaurants," a user might say, "Find dinner reservations tonight at 7 for five people. With outdoor seating and plant-based options." AI systems can now perform outcome-driven tasks like this by scanning multiple reservation platforms on your behalf.
This is just the beginning. Other Google AI agents available today include useful capabilities like calling local stores on your behalf to check inventory, or alerting you to make a purchase when a product drops to your price point.
What it means for you: If you want to be part of this shift, your data must be structured and accessible. If your data is disconnected, the system will bypass you to fulfill the user's request.
The AI Ads imperative
Your customers are already at home in the conversational, fast-paced world of AI. They demand speed, confidence, and friction-free experiences. To capture these high-value moments, marketers need to match their behavior.
Here is our recommendation:
- Activate Google AI Max for Search Campaigns. Connect your brand to Google's AI-powered Search experiences. Advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS.4
- Power Google AI with data. Use your high-quality first-party data to unlock AI's full potential. Build "data strength" by connecting data sources, maximizing data quality, and activating via Google AI.
- Embrace Agents. Let Ads Advisor proactively diagnose campaign issues and generate fresh creative assets, while Analytics Advisor instantly answers complex business questions and outlines your next steps for growth.
- Prepare your data for Agents. The age of the agentic consumer requires accurate, structured data. This means working with systems like the Shopping Graph and integrating with technology partners like OpenTable, Resy, Tock, Ticketmaster, StubHub, SeatGeek, Booksy, and many more.
The next generation of consumers is redefining Search. Your advertising must follow.
This post was created by Google Ads with Insider Studios.
1 Google Internal Data, Global, Lens, April 2024
2 Traackr 2025 Influencer Marketing Impact Report, n = 1,000 U.S. individuals surveyed in Sept. 2024. Competitive set includes Facebook, Instagram, Reddit, Snapchat, TikTok, X
3 Ipsos commissioned by Google, Active/Passive Shopping Survey, AR, AU, BR, CA, CL, CO, DE, ES, FR, ID, IN, IT, JP, KR, MX, NL, PE, PL, SG, AE, UK, US online consumers ages 13+ who made an online purchase in the past month and use social media at least weekly n=7,744, March - April 2023.
4 Google internal data, 2025; based on campaigns with more than 70% of conversions or conversion value from exact or phrase match keywords for non-Retail advertisers.
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