The Search Continues: Consumer Insights On The Search Experience

AI’s impact on Search sometimes feels easy and obvious to track because of how drastically those search results have changed before our own eyes, but when it comes to the larger impacts on our ensuing shopping behaviors, well, that’s why marketers keep their microscopes handy.

A recent study by adMarketplace entitled The State of Search in 2025 is helping get a closer look at the search experience, finding that “modern consumers are searching more and more outside of traditional search engines and are embracing native search experiences.” 

Advertiser And Brand Strategies

64% of those surveyed said they purchase a new product from the same place they find it, so with almost three-quarters (74%) saying they’ve purchased a product after seeing an ad, the importance of native search ads cannot be understated.

“They are relying on product links on review sites and searching on alternative browsers to discover new brands and products by engaging with native search ads that seamlessly integrate into the user experience of these platforms,” the report says.

(Source: adMarketplace)

AI And The Future of Search

Looking into the future of the search experience, 38% of consumers want to see real-time results with up-to-the-minute info, 34% want more relevant product recommendations, 23% want their needs anticipated by predictive search results, and 20% want their search engines to be more AI-driven.

“Advertisers must think beyond the legacy search engine results page (SERP) and embrace open web channels and other emerging platforms where consumers are actively searching and shopping,” the report says. “In doing so, brands can boost awareness, foster loyalty, and drive purchasing decisions in 2025 and beyond.”

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