3 minutes
The future of search
Predictions for Google and AI
The way we search – and where we search – is changing faster than anyone could have anticipated.
Of course, this isn’t the first time it’s changed. Think back to the early days of Google when we typed out full questions like “What are the best restaurants near me?”
Then, as time went on, we transitioned to shorter, keyword-driven queries like “best restaurants near me.”
From there, we moved back to conversational queries with the advent of voice search. And let’s not forget image search, shopping feeds, and more – the list goes on.
The difference this time is that the change isn’t gradual. It’s accelerating at an unprecedented pace – and businesses that fail to adapt risk being left behind.
Google predictions: navigational search takes over
For over two decades, Google has been the default gateway to the internet. But as AI platforms continue to gain popularity, Google’s role is shifting.
Rather than being the starting point for research, Google will become increasingly navigational. Users will search for specific websites or brands they already know, rather than explore broad topics. We’ve already seen examples of this with above-the-line media campaigns that include a CTA to “search [brand/product name]” rather than listing a website URL.
In other words, Google will be less about discovery and more about direction. I suspect we’ll see an even bigger focus on tools like Google Business Profiles, reviews, and Google Maps. Sponsored locations in Google Maps are already appearing – and it’s likely just the beginning.
AI predictions: product placement is coming
With AI platforms capturing more search traffic, the next logical step will be advertising.
Every new technology platform since the dawn of the internet has eventually monetised its attention. From Google Ads to social media ads to streaming service ads – it’s inevitable. And AI will be no different.
But here’s where it gets interesting. I’m not just talking about obvious sponsored content at the top of your window. I’m imagining insidious product placement – just like in TV shows where the Coca-Cola can is perfectly angled in the shot. When we ask AI for information – whether it’s informational or transactional – the brands that pay will likely be the ones most frequently sourced or recommended.
This doesn’t mean content strategy is dead. It means brands need to start thinking beyond rankings and focus on building meaningful connections through brand trust, authenticity and relevance.
Old habits die hard
The future of search is still unfolding, but one thing is clear: success won’t come from clinging to old habits or outdated strategies. It’ll come from embracing change, staying attuned to your audience, and ensuring your brand remains the anchor amidst the chaos.
The best content isn’t about chasing algorithms or hopping on every new trend, it’s about serving your audience. It’s about creating content that is memorable and aligned with your brand’s purpose. While the platforms and tools may shift, the foundation of great marketing – building genuine connections – remains timeless.
For businesses that focus on providing value, embracing their brand identity, and keeping their audience at the heart of their strategy, AI won’t be the reaper for their marketing efforts, it will be the revolution that propels them forward.
Like this story? Make it easy to find 👇
About the author
With a decade of experience in marketing, Cass helps brands craft content that builds familiarity, credibility, and emotional pull – so when it’s time to buy, you’re already top of mind.
And a quick checklist to verify whether you should.
Cass Whitaker