How AI is transforming online searches with longer, smarter queries

Online searches are changing as AI reshapes how people look for information. Users now type longer, more detailed queries—like 'family-friendly hotels in Mérida that allow pets'—instead of simple phrases such as 'five-star hotel'. This shift reflects a growing demand for precise, intent-driven results powered by artificial intelligence. Google now handles over 5 billion searches each year, with many queries up to three times longer than before. The change comes as AI tools, including Google’s Gemini, interpret context and preferences to deliver more relevant answers. These systems analyse not just text but also voice, images, and video searches.

Nearly half of users rely on AI to compare prices or technical details, cutting their research time by an average of 2.8 hours per week. Despite this, only 5% would let AI make purchasing decisions for them entirely. Instead, most shoppers use AI to simplify choices, with 88% saying it makes shopping easier. For brands, this means adapting to more complex search behaviour. Companies must provide clear, well-structured information to ensure their products appear in AI-driven results. Building trust and visibility remains key, as users still make the final decision themselves.

The rise of AI in search is pushing brands to refine their online presence. Those offering useful, reliable content will stand out in longer, more specific queries. As users continue blending AI assistance with personal judgement, businesses must meet evolving expectations to stay competitive.