Google is introducing fresh shopping features and tools for advertisers, recognizing the decrease in the search funnel. The company is adjusting to a new search behavior that has marketers seeking solutions. As online searches become more concise, Google must evolve or face consequences. The rise of Generative AI has led to longer and more detailed queries online, speeding up users’ path to answers and purchases. While this may reduce clicks for Google, it also presents significant opportunities.

This week, Google shared its strategies for adapting to the changing landscape driven by Generative AI. One major focus is on enhancing shopping experiences, a key aspect of Google’s profitable search advertising business. Google is restructuring shopping in AI Mode, its AI-powered search version, allowing users to make precise product queries for quicker purchasing decisions.

Users can now input highly specific product details, enabling them to find what they need swiftly. Queries have become more elaborate, with users now providing two to three times longer search terms than before. This shift is referred to as “vibe shopping” by Vidhya Srinivasan, Google’s vice president of ads and commerce. Traditional keyword-driven methods are being replaced by fluid conversational queries that mimic natural communication.

To maintain user engagement and drive sales within its platform, Google unveiled an ‘agentic checkout’ feature this week. This tool allows users to set desired prices for products and enables Google’s bots to monitor the web for price drops from merchants.

As the gap between search and purchase diminishes, Google must innovate to retain user interaction within its ecosystem. Marketers are facing new challenges due to the evolving search dynamics but can leverage Google’s new agent tools for deeper insights into consumer behavior and campaign automation. With consumers engaging with Google earlier in their buying journey, brands have fresh opportunities but must adapt their strategies accordingly.

Google’s future success hinges on its ability to navigate these changes effectively.