The integration of AI language models in search engines is expected to bring significant changes to search engine usability, offering advertisers opportunities to gather valuable insights in user behaviour.

However, there are also limitations to consider. This report will discuss the impact of these changes on search engine usability; user adoption and the challenges and opportunities for advertisers.


Search engines have been a staple in the digital landscape for over two decades and with the integration of AI language modelling, their role in providing relevant information is expected to grow even further. This integration presents both challenges and opportunities for advertisers, who must keep up with these changes to ensure the effectiveness of their search engine marketing efforts.

Search Engine Usability

The integration of AI language models will result in numerous benefits to users, such as:

  • The ability to understand and process natural language, enabling full-fledged conversations with the user

  • Providing specific recommendations based on the user’s needs and preferences

  • Understanding the user’s intent, making the search experience faster and more intuitive

User Adoption

As users will become more familiar with the new conversational search experience, we can expect to see a shift in their behaviour and engagement with search engines. The following are some of the key shifts we can anticipate:

  • Increased time spent on search engines: the more conversational experience is expected to lead to longer user sessions and higher engagement with the search engine

  • More in-depth searches: with the ability to have more natural, conversational interactions, users are likely to search for more specific and complex interaction

  • Reduced reliance on traditional search methods: conversational interface is expected to reduce the need for users to rely on traditional search methods such as keyword input and filters

  • Increased trust: conversational experience is designed to provide users with more personalised, relevant results, which is expected to lead to increased trust in search engines and their results

By providing users with a more intuitive and engaging search experience, we can expect to see significant changes in their behaviour and adoption of search engines. This will not only enhance the user experience but also drive increased engagement and satisfaction with the search engine itself.


There are also some limitations to consider when thinking of how rapidly the search space could change in the upcoming months or years. Some of these include:

  • Computing, Energy, Cost: the sophisticated algorithm and techniques required for AI language models come with high computing and energy requirements, as well as costs associated with development and implementation

  • Privacy Regulations: with an increasing amount of user data being collected and processed, privacy regulations and concerns may limit the use and potential of AI in search

  • Technical Constraints: despite advancements in technology, there are still limitations in terms of accuracy and completeness of the information processed, which can impact the overall user experience and satisfaction

  • User adoption: while the conversational search experience is designed to enhance user experience, there may still be resistance among users to adopt these new technologies, especially those who are less tech-savvy

Considerations for Advertisers

Advertisers face several specific challenges in adapting to conversational search, including:

  • Focusing on creating high quality, natural language content optimised for AI language models

  • Investing in new technologies and tools to stay ahead of the curve

  • Increased competition in AI-based advertising

Opportunities for Advertisers

The integration of AI language models into search engines presents numerous opportunities for advertisers, such as:

  • Processing vast amounts of data in real-time to gather valuable insights into user behaviour and search trends

  • Targeted advertising and marketing messages delivered to users based on interests and preferences

  • The potential for search engines to become advisors for users, providing even more relevant recommendations based on search history, location, or other factors

  • Advertisers can take advantage of this trend by developing content tailored to information provided by search engines, resulting in more effective marketing efforts


The integration of AI language models into search engines presents both challenges and opportunities for advertisers. Advertisers must be proactive in adapting to these changes and investing in the necessary skills and technologies

Focusing on high-quality, natural language content, and utilising AI to gather valuable insights can allow advertisers to succeed in the new era of search. This can enable them to deliver personalised and effective campaigns to their target audiences.

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