The search industry is no longer just Google’s playground. In just the last few weeks, three metrics have shown how quickly things are changing: Google rolled out AI Fashion to billions of users, Meta has quietly advanced plans for its own AI-powered search product, and TikTok has doubled down on its search advertising business. Together, these developments mark a turning point for brands, agencies and everyone who relies on search to reach consumers.
Google AI mode: answer first, click later
For Google, the past few months have shown the extent to which it is willing to rely on AI to defend its territory. AI Mode, based on the company’s Gemini model, is now available globally, putting Conversational AI summaries at the top of search results. Users can now interact with Google as if it were a chat assistant, following up and refining their queries without leaving the page.
The move is good news for users who want quick, context-rich responses. For publishers and marketers? Less. The first data shows click-through rates for sites below AI previews dropped sharplyin some cases more than 50%. This “zero click” dynamic is not new, but AI mode accelerates it.
At the same time, Google insists that advertisers have nothing to fear. Ads are now integrated directly into these AI responses: shopping locations and search ads appear in the summaries rather than around them. And with AI Max, a new campaign type that uses AI to match creative with intent (without relying on explicit keywords), Google signals that the old rules of SEM are being rewritten. Advertisers already testing AI Max are reporting double-digit performance improvements, but they’re also ceding more control to the black box.
The message is clear: in Google’s AI-driven search world, visibility will depend less on your ranking and more on whether the algorithm decides to feature you in its response.
As Google strengthens its position, Meta and TikTok are moving aggressively to reduce it.
Meta, which has long hinted at its ambition to automate advertising on its platforms, is now quietly testing AI-powered search on Instagram and Facebook. Agency executives say the company is laying the groundwork for a search product that improves discovery and also creates new advertising inventory. Instagram’s search functionality has already improved noticeably, a likely preview of what’s to come. The end of the game? Keep users (and ad dollars) inside Meta’s walls.
TikTok takes a more direct approach. Its search ads business is now a growth engine. Brands can now target high-intent queries with keyword-based campaigns directly integrated into TikTok search results. Agencies report that adoption has doubled in recent months, with some brands seeing Lower CPAs and higher engagement by combining TikTok search with top-of-funnel social spending. Importantly, these campaigns don’t just drive TikTok conversions: they also appear to improve downstream Google search performance, suggesting that the two channels feed off each other rather than cannibalizing each other.
For Generation Z, the search journey increasingly begins on TikTok or Instagram. For brands, this means that search is no longer synonymous with Google.
Big Tech is rapidly evolving to own discovery and intent
Behind these developments lies a strategy shared by the technology giants: own the moment of discovery and monetize it with AI.
What this means for marketers
For brands, these changes require rethinking both strategy and measurement. The search landscape is fragmenting and user behavior is changing.
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SEO must adapt to AI responses. It’s about being cited in AI abstracts. This means producing structured, authoritative content that algorithms trust enough to be featured.
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SEM becomes intentional marketing. With AI Max and conversational search, keywords matter less than context. Advertisers must learn to brief algorithms, not just bid on phrases.
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Budgets must diversify. Social research is no longer an accessory. TikTok Search Ads and soon Meta Search Ads are opening new avenues to high-intent audiences.
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KPIs are evolving. As AI keeps users on the platform, clicks may decrease, but brand mentions, visibility in replies, and improved downstream searches become just as important.
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Experimentation is essential. This is a moving target. Marketers who test TikTok search early or pilot AI ad formats with Google will have a data advantage when competition heats up.
Why the future of research will reward those who adapt
Search is a distributed, AI-powered experience across all platforms. For Google, the challenge is to innovate without losing the trust of advertisers. And for Meta and TikTok, the price is turning their massive user bases into intent engines that steal search budgets.
