The evolving search landscape under AI pressure

Consumer search behavior is rapidly shifting toward conversational, natural-language queries across multiple platforms, fragmenting the traditional search funnel and forcing retailers to rethink how products are found and evaluated.

Who it affects: e-commerce brands, marketers, media buyers, agencies

Notable: Customers are using queries like 'Audrey Hepburn style little black dress' that require search engines to interpret style intent, not just keywords. Roku is working to democratize TV advertising to be as accessible as search and social. Custom GPTs are being used for product research and competitor analysis, speeding up development cycles. AI-powered on-site search and cross-sell are cited as conversion drivers.

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