How AI is rewriting the rules of online search and shopping

Artificial intelligence is changing the way people search online and make purchasing decisions. Users now rely on AI to save time, compare products, and simplify shopping—with 88% finding it makes the process easier. Online searches have grown longer and more detailed, often three times the length of past queries. Instead of short phrases, users now ask for specific needs, such as 'family-friendly hotels in Mérida that allow pets'. Google now handles over 5 billion searches each year, reflecting this shift toward intent-driven questions.

AI tools like Gemini analyse context, preferences, and past behaviour to refine results. This helps brands better match what customers want. However, only 5% of users would let AI fully control their buying choices.

Search methods are also diversifying. People now use text, voice, images, or video to find information. Businesses must adapt to these broader, multimodal interactions to stay visible.

Nearly half of all users—45%—turn to AI for comparing prices or technical details. On average, this saves them 2.8 hours per week. The technology is reshaping both how people search and how companies respond to their needs. The rise of AI in search means brands must now interpret complex user intent to remain competitive. With longer, more precise queries and multimodal interactions, businesses face new challenges in meeting customer expectations. The data shows AI is already streamlining shopping, but most users still prefer to keep final decisions in their own hands.