AI Evolution and the Future of Paid Search

AI has redefined how consumers seek and obtain information and transformed how advertisers can drive value. The developments of new products and technology supported by AI make it clear we are in a time of monumental shift for search.

The Evolving Search Landscape

Search engines are adapting to how users are seeking out information, making it easier than ever to find precisely what someone is looking for. The search experience is becoming more conversational as chatbot integration and capabilities become the norm. Longer-form queries and multimodal searches, using photos, videos and voice, are all on the rise. Product offerings to support advertising, measurement and reporting are all adapting to these new ways of searching.

New Google Offerings:

• AI Overviews: Previously only appearing on mobile, Google announced the expansion of ads to AI Overviews on desktop in May 2025. Ads are placed in AI-generated content and appear when relevant to the query and response provided. While some advertisers are experiencing a drop in clicks to site as the result of AI Overviews, Google shared they are seeing a 10% query growth YoY. Google has confirmed that pharmaceutical advertisers are not eligible to serve ads in AI Overviews currently.
• AI Mode: Recently releasedto all US users, AI mode on Google supports more complex questions compared to AI Overviews and traditional search. AI Mode brings the Google Gemini chatbot experience to the traditional search bar. This mode uses a “fanning” technique to conduct multiple searches at one time and dives deep on a specific topic. Google says they are currently testing search and shopping ads in AI mode. Like AI Overviews, Google is restricting pharmaceutical advertising visibility in this mode currently.
• AI-Powered Campaigns: AI Max, Google’s newest search campaign enhancement, expands brand reach by dynamically creating and optimizing copy and landing pages based on AI signals and user intent. AI Max moves beyond matching queries, to predicting user needs and generating assets accordingly. Rounding out what Google is dubbing the “Power Pack”, AI max joins the other AI-powered campaigns, Performance Max (Pmax) and Demand Gen. Pmax and Deman Gen have received updated targeting and reporting capabilities that will help provide better channel visibility and optimization opportunities.

How Pharma Marketers Can Navigate These Changes

The advancements and changes in search are not only driving the need for personalization, and data-driven connections, but also unlocking the ability to do so. Pharma marketers should consider these steps to set their brands up for success with the evolution of AI in search.

• Set goals to drive impact: While pharmaceutical accounts are not eligible to serve ads in AI Overviews and AI Mode yet, we can assume this day will come.  Google has given no indication on when this restriction will lift for sensitive verticals, but before they do it’s important to set the groundwork for measuring success. Aligning campaign objectives to direct business impact becomes even more important as clicks may become less frequent in these new environments.
• Expand to new tactics: Leveraging multiple ad formats and targeting types unlocks a multitude of signals to deliver the most relevant ads and drive the best results. As new ad products launch, it’s important to lean in and explore how we can set guardrails for pharma to find success and be compliant. Our direct connection with partners has already made an impact on product offerings to support pharma client needs. Leaning into AI-enhanced offerings like Broad Match and Google’s “Power Pack” will give brands a more favorable position once AI Overview and AI Mode are open to pharmaceutical clients.
• Be proactive, not reactive: Conversations to prep medical, legal, and regulatory review teams should start now. Lean on your CMI paid and organic search teams to help educate and prepare review teams for these new environments.
• Think multimodal: While keywords have historically been the backbone of paid search campaigns, visual searching is quickly becoming a preferred way to search for many, including Gen Z. Brands that start incorporating image and video with their campaigns now will be poised for success as this becomes a more dominant way of searching.

AI is no longer an optional add-on, it’s how to drive success in search. By proactively embracing personalization, data-driven strategies, and multimodal approaches, pharma marketers can not only navigate the evolving search landscape but also unlock new opportunities for impactful engagement with their audiences.