How Marketers are Pivoting with the Rise of LLM Search
Large Language Models (LLMs) like ChatGPT or Microsoft Copilot provide a very different search experience than traditional engines like Google or Bing. Instead of receiving links to relevant content, the LLM synthesizes answers directly within the chat. LLMs also allow consumers to do more complex searches that ask the AI to gather information from multiple sources, like creating a full itinerary for an upcoming trip. How should marketers adapt their search campaigns when all this information is found without leaving the LLM? What does AI adoption actually look like now, and what might it look like down the road?
What Search Looks Like Now:
The vast majority of search still takes place on Google; just under 90% as of October 2024. Bing comes in a far second at 4.15%. However, familiarity with LLMs is growing: according to a Pew Research Center survey from February 2024, about 23% of U.S. adults have used ChatGPT, an 18% increase from the previous survey in July 2023. With increased press and presence of AI in 2024, that 24% is likely much higher in 2025.
So, most Americans are still using Google for their everyday searches, and small but quickly growing group are using LLMs, primarily for more in-depth or conversational searches that “a quick Google” won’t solve for them.
When it comes to search advertising, ads aren’t widely available in LLMs like they are in search engines. There are none in Gemini, OpenAI has opted for media partnerships instead of ads, and Microsoft Copilot does have ads but only for very specific campaign ad types. Traditional search engines are also taking advantage of AI, like Google’s AI Overviews, which puts high-quality results right at the top of Google’s results, and Google Lens and the Circle to Search function which is rising rapidly in popularity with Gen Z.
What Search Could Look Like in the Future
It’s entirely possible that we see a world where traditional search engines like Google and Bing disappear completely in favor of LLMs. But KSM Search expert Jamie Carmichael says that’s unlikely, even in the next 10 years. “What I think is most likely is we see these two search approaches living side-by-side, and an even more fractured consumer journey,” Carmichael continues, “I could easily see a consumer hopping between LLMs and social media platforms for discovery, then going to Google to confirm and validate what they discovered before deciding to take an action.”
The Path Forward
How can marketers shift their strategies now to prepare for this fractured future?
- Content that Engages: High-quality, engaging content will still be crucial. AI chatbots often pull information from top-ranking content, so ensuring your content is authoritative and valuable can help maintain visibility.
- Intent Increases in Importance: Using structured data and focusing on user intent will ensure your content is easily understood and prioritized by AI models. AI is better at understanding consumer intent than ever, so long tail or broad match keywords may become more effective than short tail.
- Master Multimedia: LLMs pull content from multiple media types and sources. Having your ad appear among a variety of content types (text, image, video) will attract consumers and LLMs alike. Visual search especially is on the rise, so image optimization is vital.
- Take advantage of AI-powered tools and functionalities for your Search campaigns in Microsoft Advertising, such as broad match, autogenerated assets for Responsive search ads and Multimedia ads, and leveraging Dynamic search ads in your campaigns. This will help ensure that your Search ads are relevant for niche, specific searches in the Copilot chat experience. Performance Max uses Google AI across bidding, budget optimization, audiences, creatives, and attributions, and can access the entire spectrum of Google Ads Inventory.
- Experiment with New Formats: Don’t be afraid to try out new ad formats and platforms. Experiment with conversational ads or multimedia formats. Social platforms like TikTok and Reddit are evolving to seamlessly integrate search into their user interfaces as well—understanding how search works on those platforms opens up additional opportunities for brands.
As more users become familiar with AI tools like LLMs, it will be critical for marketers to stay on top of developments in the consumer journey, and how brand touchpoints are (or are not) affected. Embracing AI tools, staying agile with messaging and content strategies, focusing on personalization and intent, and mastering multimedia and multi-platform ad strategies will keep your brand top of mind for AI and consumers.