What will the future of search look like thanks to AI?

In a digital landscape where every click counts and user attention is a precious commodity, search marketing has evolved beyond traditional text ads. Now, with the rise of artificial intelligence (AI), brands have the opportunity—and the challenge—to build more intuitive, predictive, and useful experiences for their consumers. How will this change the way we do marketing? Spoiler alert: it already is.

From intention to anticipation

Until recently, search engine marketing was based on reaction: waiting for users to type their intent and competing to appear in the results. Today, with generative AI integrated into search engines like Google, we've moved from responding to anticipating. Search becomes a conversation, a contextual experience, an ability to understand not only what the user wants, but why they want it.

AI doesn't replace strategy, it transforms it. The future of search, thanks to AI, lies in delivering value beyond the technical aspects. Now, brands can identify micro-moments of value and deliver impactful, personalized messages in real time, with an efficiency unimaginable just a few years ago.

The power of AI-generated content: relevance without sacrificing authenticity

One of the biggest promises—and also fears—of generative AI is its ability to produce content at scale. But the key isn't quantity, but quality and purpose. The brands that win in this new landscape will be those capable of generating useful, truthful content that aligns with their brand identity, rather than flooding the web with "slop content" (the spam of the AI era).

This is where the strategic and creative work of agencies like identty becomes key: designing content ecosystems that balance automation and humanity, data and emotion, algorithm and culture.

Multimodal search: from keyboard to camera, via voice

Searching is no longer limited to typing a query. Today, consumers search using images, voice commands, or even real-time scanning. And AI makes it possible: it interprets a photo to identify a product, answers complex questions in natural language, and personalizes results based on the user's browsing history and context.

This forces brands to rethink how they present themselves in the digital ecosystem. Are your products ready to be found through visual search? Are you creating content optimized for voice responses or conversational AI?

The future of search thanks to AI and performance: beyond CPC

AI applied to search marketing is also changing success metrics. Platforms are able to identify deeper intent signals than a simple keyword and adapt bids and creatives in real time to maximize conversions, loyalty, and customer lifetime value (CLV).

In this new landscape, the work of branding agencies is not just about ranking keywords, but about building relevant brands at every stage of the consumer journey. Performance without branding is a short-term fix that will lead to long-term problems.

What does all this mean for your brand?

1. Think in terms of conversations, not consultations : How would your customer speak if they were having a conversation with your brand? Are you prepared to respond naturally and in depth?

2. Design useful content, not just visible content : AI rewards relevance and quality. Focus on content that clearly, credibly, and consistently reflects your brand identity.

3. Embrace AI as a co-pilot, not a replacement : Technology is an ally for scaling, not for diluting. Invest in processes that combine human intelligence with technological power.

4. Invest in brand as much as in performance : Strong brands rank better in search engines, but also in the mind and heart of the consumer.

Welcome to marketing in the age of smart search.

The future of search look like thanks to AI? AI isn't the future of search engine marketing. It's its most powerful present. Adapting isn't optional: it's an opportunity to build more relevant, visible, and useful brands in a world where searching is no longer about typing, but about conversing.

At identty, we work to help brands lead in the searches that matter. Want to join us?