Search has changed faster than ever. It’s not just about ranking for the right keywords now. AI, user intent, and multi-modal search is what is leading the way now. At Google’s Future of Search Summit, emphasized that the businesses that cling to old keyword only strategies will risk being left out. For UK brands, especially those who run paid search campaigns, understanding this shift is crucial to stay visible and competitive in 2025.
The rise of Keyword less search!
Marketers have been focused on keyword lists to capture traffic. But with the rise of Google’s AI Mode and AI Max signal a decisive shift. Search is now about predicting intent. AI mode integrates real-time answers into Google results, often pushing traditional organic listings further down the page. AI Overviews pull information together instantly, making search faster but also more competitive for brands.
Ads are no longer limited to the top or bottom of search results, they are appearing inside AI-generated answers themselves. Ranking number one isn’t enough anymore. Businesses need to adapt to AI driven search environments where visibility is earned by relevance, credibility, and timing.
AI Max: A New Era for Paid Search!
AI Max, designed for Google Ads, brings advanced automation and intent driven targeting for campaigns. The future is about broad match strategies, automation, and AI-led personalisation. AI Max is one of the biggest innovations because:
- Broader reach: Instead of just matching the keywords, AI Max predicts user intent and shows ads to the right people, even if their queries don’t match the list exactly.
- Smarter ad creative: Headlines are rewritten automatically and AI selects the ebay landing page for each user. Ads are always relevant and optimised for conversion.
- Proven results: AI driven search is delivering measurable business growth. Early adopters in the UK reported up to 14% more conversions at the same CPA.
Multi-Modal Search: Meeting Customers in New Ways
Another key change is how people search. Google shared that one in five searches now involves images or video. Voice search, Google Lens, and ‘try it on’ shopping features are transforming search into an interactive, multi-modal experience.
Shoppers don’t just type “winter coats”, instead, they might scan one they like with Google Lens or ask: “Show me summer shoes under ‘their specific budget’ that are trending in the USA.”
This shift creates opportunities for brands to connect with consumers in new and creative ways. Instant buying options, price tracking, and interactive shopping tools are also making the journey from finding the product to purchase faster than ever.
What UK Businesses Must Do Now!
Businesses need to rethink how they approach search marketing, because it is important to stay ahead in this revolving market.
- Rebuild search strategies for AI Mode: Focus on being cited and included in AI-generated results, not just on ranking organically.
- Adopt broad match and intent led campaigns: Let Google’s AI expand your reach to queries you may not have anticipated.
- Optimise creative assets and landing pages: Ensure they deliver value across text, voice, video, and image search.
- Go beyond clicks and impressions: Measure engagement, user satisfaction, and conversions from AI-driven journeys.
Conclusion
The future of search is already here, driven by AI. Keywords alone no longer guarantee visibility and reach—intent, relevance, and adaptability now decide who gets seen and who gets overlooked. With AI Mode live in the UK and AI Max expanding globally, businesses must act fast to stay ahead. It’s time to embrace AI-powered campaigns, optimize for multi-modal discovery, and align strategies with evolving user behavior.
Learn these cutting-edge digital marketing strategies with Tiju’s Academy digital marketing classes, designed to help you master AI-driven search and stay ahead in the competitive online landscape.
