Curiosity is one of the most basic human instincts, but the way people act on it today looks nothing like it did five years ago. That means, for online search, we’re no longer only talking about keywords typed into a search bar. We’re talking about someone pointing their camera at a leaky kitchen pipe for step-by-step repair instructions, circling a backpack in a video from their favourite YouTube creator to find out where they can buy it for back to school, or asking a complex question in natural language, like “what are some dog-friendly hiking trails in Ontario in the fall that don’t require a parks pass?” and expecting a smart, conversational response. That’s AI search in 2025.
We see more than 5 trillion searches annually on Google¹, and with AI, users are expanding the types of questions they ask. AI Overviews now helps more than 2 billion people each month² find what they need faster. And Gen Z users are leading the charge – in fact, signed-in users aged 18 to 24 issue more queries each day than any other age group³. People aren’t just searching more; they’re searching in entirely different ways.
Take visual search as a prime example. Google Lens has grown 70 percent year-over-year² and is now used for more than 100 billion visual searches annually. Around the world and here in Canada, people are using it to identify products, translate signage or explore their surroundings – using their camera as their gateway to search.
Circle to Search, a feature now available on more than 300 million Android devices globally², allows users to initiate a search by simply circling something on their screen, without switching apps. For younger users who have tried it, this feature now starts over 10% of their searches.
Search is moving from an era of information to intelligence. Now used every month by more than 2 billion users, AI Overviews offers synthesized answers and new ways to explore further. With this feature, we’re seeing that people have been visiting a greater diversity of websites for help with more complex questions.
This evolution continued just weeks ago with the introduction of AI Mode in Google Search for users in Canada. This is Google’s most powerful AI search experience, designed for users’ most complex questions. For instance, people could ask: “I’m looking to understand different coffee brewing methods. Make a table comparing the differences in taste, ease of use and equipment needed.” It’s designed to be truly multimodal, so users can ask questions in the way that comes most naturally, whether by typing, speaking, or using their camera.
So, what does this all mean for marketers?
In an era where discovery can also be triggered by a voice, an image or a gesture, this means new opportunities for your businesses to connect with consumers and expand.
The solutions aren’t as intimidating as you might think. Optimizing your websites for AI in Search doesn’t require a separate strategy or special optimizations. Instead, it’s about doubling down on the fundamentals: creating genuinely helpful, reliable, and people-first content. The same best practices that make for a great user experience on your site are what position you to show up in these new moments of discovery.
Next, treat your data as a strategic asset. AI is only as smart as the signals it’s given. Connect all your data sources – web, stores, CRM, apps – to maximize performance. Use platforms like Google Data Manager as your one-stop-shop to get your data working harder, fueling your campaigns to adapt and evolve as consumer behaviour does.
Finally, embrace AI-powered advertising tools. When a user asks a complex question on Search, Google’s AI breaks it down and explores many related sub-topics to form the best possible answer using a technique called query fan-out. This process uncovers new, nuanced signals of intent, creating more commercial opportunities. This is where Google’s AI-powered campaigns – what we call the Power Pack – come in. Tools like Performance Max, AI Max for Search and Demand Gen are built to understand these next-generation signals, anticipate customer needs and connect you with new customers in moments you might otherwise miss.
We’re already seeing it pay off for Canadian businesses. From national retailers to local brands, the most effective marketers today are those who aren’t optimizing old models, but leaning into what’s next.
The time to truly rethink Search isn’t tomorrow or next quarter. It’s now. Consumers are embracing new ways to explore – ways that are faster, more natural and increasingly AI-driven. They’re finding more value in the experience. It’s up to us to ensure that we’re present as they search in new ways.
About the author:
Matthew Rivard, director of strategy and product for Google Canada leads teams responsible for developing and supporting our go-to-market product and activation strategy for data, measurement & analytics as well as Google & YouTube’s suite of advertising solutions.
Rivard joined Google in 2010 and has held a variety of roles in a number of different areas including analytics, research & sales team management. Prior to Google he worked in both Engineering and product development roles.
Matthew graduated from the University of Western with a BESc in Software Engineering and holds multiple patents at Google in the areas of paid and organic search.
¹Source: Google Internal Data, Jan 2025
² Source: Google Internal Data, July 2025 (Q2 Earnings Call)
³Source: Google Internal Data, May 2025
