How can brands maximize consumer searches in the age of generative AI?

The following article is a guest post by Mike Welch, CEO of Captify. The opinions expressed are his own.

For thousands of years, when people had questions, they would simply ask other people or go to the library. With the advent of search engines about 20 years ago, our ability to search for answers has improved, and we now turn to a number of search engines to answer our questions.

Now, with the rise of generative artificial intelligence (AI), search is evolving once again, as the technology promises to play a major role in the future plans of Google and Microsoft’s Bing. We’re already seeing generative AI-powered search provide summarized results, giving consumers less reason to scroll through pages of search results.

While the results have been mixed so far, as technology improves, consumers will increasingly rely on these results to get the information they need. Chatbots have also gained popularity because they represent an even easier way to quickly get information without having to type it into a search engine.

These new technologies appeal to younger audiences because Generation Z is 30% less likely Baby Boomers are using more search engines. As younger consumers move away from traditional search engines, brands need to make sure that when these consumers engage with a search engine, they are getting the information they need and getting it quickly, which helps drive purchasing habits. Let’s look at how brands can improve their search offerings to reach their target audience.

Search journey

While search engines remain the top destination for younger generations, social media and AI platforms are gaining popularity. According to GWI, 46% Generation Z uses social media platforms and 31% turn to AI platforms or chatbots to initiate searches. In comparison, 42% of the total population uses social media platforms and only 20% uses AI platforms for searches. These platforms provide convenience for users because they already spend time on social media apps, so it is natural to search within the app instead of opening Google.

Amazon is also becoming an increasingly popular destination for shoppers, with 56% of US adults starting their product searches on the e-commerce site. Search engines are second at 42%, followed by Walmart at 29%. Amazon allows customers to read reviews of a product directly on its website, rather than Google, where they may have to scan through multiple articles to find what they are looking for.

Similarly, brands should be aware of on-site searches. With Amazon and Walmart, consumers are increasingly directing their searches from the websites they use. For example, a little-known fact is that consumers spend approximately 60% of their time on the open web and 40% in walled gardens. Yet less than half of ad dollars go to the open web, meaning advertisers are missing out on a valuable opportunity to reach consumers.

As the search journey further reflects the fragmented media landscape, it’s important for brands to maximize the time consumers spend with them and provide them with the most relevant digital experience. With fewer consumers starting their journeys on search engines, it can be difficult for brands to find the most effective points to reach a consumer throughout their shopping journey. By understanding how they search across the open web, particularly on sites like Amazon, YouTube, Walmart, and in the on-site search bars of the vertical content they consume, brands can better reach consumers where they are looking for new products or information.

Uncovering search insights

Brands looking to better understand how consumers search on these other platforms can use existing search data to look at how consumers begin their search journey. For example, brands can see how a consumer enters a specific product into the search bar, or if they search for competitors while researching a product. They can also see whether they look at specific sites like Wirecutter or Consumer Reports, or if they look on Instagram or TikTok for reviews of a product instead. Similarly, they can see their journey across the web, like someone planning an upcoming wedding or a cross-country road trip.

Once they see how consumers search for a product and the journey they take around the web, brands can choose to spend more on competing products or run a campaign on a favored review site. They can also create ad campaigns that highlight products that go together, like party favors for a baby shower or camping gear for an upcoming summer trip.

Search data can also help brands identify trends in real time and adjust their advertising strategies. Consumer shopping trends are always changing, so looking at how consumers are searching for certain products or events can help brands stay ahead of the curve. For example, most shoppers have already started back-to-school shopping. Looking at search trends can highlight consumers looking for backpacks or new laptops, helping brands respond in real time with a targeted email or new ad. These insights can also help with future planning, as brands know when to start any future campaigns earlier than the traditional August timeframe.

As searches occur outside of traditional search engines, brands are trying to find new ways to reach their audiences. On-site search insights can help brands fill in the gaps and see where their audience is searching online. These insights can power future ad campaigns and meet their audience at the right point in the consumer journey. As a result, search outside of traditional methods no longer has to be a black box.