Google expands AI in search, ads as habits shift

By Chinenye Anuforo

Google is doubling down on artificial intelligence as it reshapes the future of search and digital advertising, with new data showing a rapid shift in how users interact with its platforms.

Speaking during a global media briefing on Google’s evolving artificial intelligence ecosystem, Dan Taylor, Vice President of Global Ads at Google, said AI is fundamentally transforming search from a keyword-based system into a more intuitive, conversational experience.

According to him, users are increasingly asking longer, more complex questions, moving beyond traditional search behaviour and creating new opportunities for businesses to connect with consumers.

“People are moving from simple queries to more detailed and multimodal interactions, and that is expanding what search can do,” Taylor said.

Google revealed it now handles over five trillion searches annually, with AI playing a central role in improving how those queries are understood and answered.

One of the company’s flagship innovations, AI Overviews, is driving this shift by generating AI-powered summaries that appear at the top of search results. The feature enables users to get quick insights while also linking to relevant sources for deeper exploration.

The company said AI Overviews has already scaled to more than two billion monthly users globally, making it one of the most significant changes to Search in recent years.

Taylor noted that the introduction of AI into search is not only improving user experience but also redefining digital advertising. By better understanding user intent, AI is enabling more precise ad targeting and reducing irrelevant placements.

Google is also advancing what it calls “AI Mode,” a more interactive search experience that allows users to ask follow-up questions and explore topics in greater depth, similar to engaging with a chatbot.

Internally, the company said queries within this mode are significantly longer than traditional searches, giving advertisers deeper insights into consumer intent and behaviour.

As part of its monetisation strategy, Google has begun testing search and shopping ads within AI-generated responses, as well as new formats such as Direct Offers, which target users at the point of purchase decision.

Taylor emphasised that AI is also transforming how ads are created and managed. Tools powered by Google’s Gemini AI model are enabling advertisers to generate creative assets at scale, optimise campaigns in real time, and reach users across multiple touchpoints.

“AI is helping businesses show up at the right moment with the right message,” he said.

The company disclosed that AI-driven campaigns such as Performance Max are already delivering strong results, with automation allowing advertisers to extend reach into new search experiences, including AI Overviews and AI Mode.

Beyond advertising, Google is exploring “agentic commerce,” where AI systems assist users throughout the shopping journey, from discovery to purchase. The company is testing capabilities that could allow AI to complete transactions on behalf of users, with their consent.

For Nigeria, the AI shift presents significant opportunities. Google data showed strong adoption of AI tools among Nigerians, particularly for learning, work, and entrepreneurship.

A large majority of users in the country are already leveraging AI to understand complex topics, support professional tasks, and explore new income opportunities highlighting the country’s readiness for AI-driven digital transformation.

Taylor noted that as AI continues to evolve, the focus will remain on delivering more relevant experiences for users while helping businesses unlock new growth opportunities.

Analysts say Google’s aggressive AI expansion signals a broader transformation of the internet economy, where search, advertising, and commerce are increasingly powered by intelligent systems.

For businesses operating in Nigeria’s competitive digital landscape, the shift underscores an urgent need to adapt to AI-driven discovery or risk losing relevance in a rapidly changing ecosystem.