AI Is Fundamentally Changing How People Search Online, Says Google Ads VP
In a recent media roundtable, Dan Taylor, Vice President of Google Ads, emphasized that artificial intelligence is dramatically altering the landscape of online search and advertising. He stated that AI tools are not only expanding the volume of searches on Google but also enhancing the relevance of ads for users, opening up new avenues for businesses to connect with customers.
Shift from Keywords to Conversational Queries
Taylor explained that consumers are increasingly moving away from simple keyword searches toward longer, more detailed, and conversational questions. "People are asking complex, detailed, and multimodal questions. They’re moving away from keywords to a more conversational and intuitive search experience," he said. This trend reflects a broader evolution in user behavior, driven by AI advancements.
According to Google, the company now processes over five trillion searches annually, underscoring the massive scale of this transformation. AI technologies like Gemini and AI-powered search features are playing a crucial role in helping businesses engage with users throughout their search journey.
Rapid Growth in Visual Search and AI Overviews
Taylor highlighted the swift rise of visual search, noting that Google Lens records more than 25 billion searches each month, with one in five having commercial intent. This indicates a significant shift toward image-based queries in consumer behavior.
Additionally, AI Overviews, which provide AI-generated summaries with links for further information, have garnered over two billion monthly users across more than 200 countries and territories, supporting 40 languages. "In 2024, we started rolling out ads above, below, and within AI Overviews. In India, ads in AI Overviews are available in English on mobile and desktop devices," Taylor added, showcasing the global reach of these features.
Gemini AI Enhances Ad Relevance and Performance
Taylor detailed how Google’s Gemini AI model is improving ad quality by better understanding user intent. "Our goal is to match exactly what a user wants with what a business offers, and Gemini makes ads significantly more relevant," he said. Google data reveals that integrating Gemini into advertising systems has reduced the rate of irrelevant ads by approximately 40%.
AI-powered ad tools, such as AI Max for Search and Performance Max, enable businesses to reach users across various Google platforms. These systems analyze inputs like landing pages and campaign goals to align ads with relevant searches. Taylor noted that AI Max for Search is currently the fastest-growing AI-powered Search ads product, helping advertisers access billions of new searches.
In India, companies have seen tangible benefits from these tools. For instance, PolicyBazaar reported a 28% increase in health insurance sales and a 23% reduction in cost per sale after using AI Max for Search. Other firms, including OYO, have utilized Google’s Performance Max campaign tools to enhance ad performance.
AI Accelerates Ad Creation and Introduces Agentic Tools
Taylor also pointed out that AI is streamlining ad creation for marketers. "Marketers are using AI tools to produce compelling and creative ads at tremendous scale," he said. Google’s image and video creation tools in Google Ads Studio, powered by Nano Banana Pro and Veo 3, have contributed to this efficiency. Company data shows that the number of Gemini-generated ad assets created by advertisers tripled in 2025.
Looking ahead, Taylor predicted that AI agents will play an increasingly significant role in advertising and online shopping. "Agentic tools help businesses drive better results, with less effort, while helping people get stuff done," he explained. Google has already launched AI tools like Ads Advisor and Analytics Advisor to assist businesses in managing advertising campaigns and is testing new systems where AI agents aid users in online purchases.
This comprehensive overview from Google Ads VP Dan Taylor underscores the profound impact of AI on the digital ecosystem, from search behavior to advertising strategies, paving the way for more personalized and effective consumer interactions.
