"Daily AI search usage more than doubled in a matter of months, and marketers understand that traditional search usage will continue to decline as conversational AI becomes the default interface. Second, even before AI is fully embedded, search clickthrough rates are softening, suggesting fewer steps between query and answer."
"As search becomes less about journeys and more about instant responses, budgets are flowing toward environments built for discovery and sustained attention, particularly CTV and digital out-of-home. This reallocation is already happening, and we expect it to continue steadily over the next 12 to 24 months."
"The most valuable data in this environment is high-quality, privacy-compliant audience data that reflects real-world interests, consumption patterns, purchase behaviours, and contextual engagement across channels. Marketers should think less in terms of isolated signals and more in terms of connected profiles."
AI search usage is rapidly doubling, fundamentally changing user behavior and reducing reliance on traditional search as the primary marketing channel. Search clickthrough rates are softening as conversational AI provides instant answers, eliminating multiple-step customer journeys. Rather than disappearing, marketing demand is relocating toward premium, addressable channels like CTV and digital out-of-home that support discovery and sustained audience attention. This budget reallocation is already underway and expected to continue steadily over 12-24 months. As search intent weakens, marketers must rethink audience intelligence beyond declared intent, focusing instead on high-quality, privacy-compliant audience data reflecting real-world behaviors, consumption patterns, and contextual engagement across multiple channels.
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