On 5th Aug 2025 we attended the Future of Search Summit at Google. Here are our key takeouts about where Google Search is now, and where it is heading.
Google doubles down on dominance in Search and AI
Despite the increasing diversification of search, Google and YouTube continue to be the dominant search engines by a wide margin in terms of search volumes. With the introduction of AI Overviews and AI Mode, Google now positions itself as the most widely used AI platform, too, with AI Ads promised for the UK in the near future; possibly H2!
Search is evolving, especially amongst younger users
The data on evolving search trends is interesting. AI-powered search tools are driving new behaviours; users are searching more often, with greater nuance, and in increasingly sophisticated ways. For example, the ’Circle to Search’ function on Android phones, where the user can circle something they can see on their phone and initiate a search.
The rise of Multimodal Search
Search is no longer just about keywords. It now encompasses conversation, voice, images and video. Tools like AI Mode are better at interpreting intent across these formats. Google increasingly blends traditional search results with YouTube results, treating them as interchangeable experiences. This means there is more ad inventory and greater competition for user attention.
Consequently, Demand Gen and Performance Max campaigns will be increasingly important for Brands to make sure they are present as each stage of the user’s journey.
Agentic Shopping: a glimpse of what’s ahead
While still emerging, Google envisions a generative AI shopping assistant that knows your preferences and monitors for deals on items you're eyeing-up. Notably, in concept demos, the entire shopping journey remained within Google; a clear step towards a 'zero-click' future of search. This development looks dangerous for shopaholics!
What does this mean for Brands?
All of this means we’ll all be doing more of one thing… testing! And if you can be an early adopter of the new ad opportunities, you could gain an advantage before the rest of the market catches up.
For more information on the future of Search in AI and about equimedia’s approach to Media Mix Modelling and Statistical Forecasting please feel free to make Get in Touch.
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| Author | Jamie Prictor |
| Channel | SEM |