{"id":12312,"date":"2026-05-13T14:47:15","date_gmt":"2026-05-13T12:47:15","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=12312"},"modified":"2026-05-29T11:43:22","modified_gmt":"2026-05-29T09:43:22","slug":"evolution-of-search","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/latest-news\/evolution-du-search","title":{"rendered":"The Evolution of Search or Why AI is Transforming Your Shopping and Search Campaigns"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12312\" class=\"elementor elementor-12312\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e175059 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e175059\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-065786a\" data-id=\"065786a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6fae6ac elementor-drop-cap-yes elementor-drop-cap-view-default elementor-widget elementor-widget-text-editor\" data-id=\"6fae6ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;drop_cap&quot;:&quot;yes&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For more than twenty years, Search has been built around keywords. The digital marketing landscape is undergoing an unprecedented transformation. What we considered emerging trends a few months ago has become a statistical reality in 2026. The way internet users search has radically changed.\u00a0<\/p><p><span style=\"font-weight: 400;\">At Mediamix, we follow these developments closely to anticipate their impact on our clients' performance. Here is why the arrival of AI Max and the transformation of Search are changing the rules of the game.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h3><b>What this evolution concretely changes for advertisers<\/b><\/h3><p><span style=\"font-weight: 400;\">AI-driven Search evolution is profoundly transforming the way digital campaigns are managed.<\/span><\/p><p><span style=\"font-weight: 400;\">Advertisers are gradually losing some of their historical manual control to automated optimization systems based on user signals, content, and behavioral data.<\/span><\/p><p><span style=\"font-weight: 400;\">In this new model, performance no longer depends solely on purchased keywords, but on the overall quality of the marketing ecosystem:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">quality and diversity of creative assets,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">richness of product feeds and content,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">solidity of tracking and conversion signals,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">exploitation of first-party data,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">consistency between SEO, SEA, and content.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Marketing teams must therefore gradually shift from operational campaign management to the strategic orchestration of signals and content.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2><b>1. The decline of short queries in favor of complex intent<\/b><\/h2><p><span style=\"font-weight: 400;\">Recent data from the Swiss market (Source: Google Zurich) reveals a major behavioral shift.<\/span><\/p><p><span style=\"font-weight: 400;\">We are observing a decrease in short queries (1 to 2 words), while long-tail searches are growing strongly. Complex queries consisting of 8 words or more are currently the only ones showing real growth (+1%).<\/span><\/p><p><span style=\"font-weight: 400;\">Furthermore, 70% of searches are now conversational, meaning they are formulated in natural language. Users are no longer simply looking for products: they are asking precise, contextualized, and increasingly complex questions.<\/span><\/p><p><span style=\"font-weight: 400;\">This evolution gradually makes manual keyword management less relevant and paves the way for automation solutions capable of interpreting user intent in real time.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2><b>2.\u00a0<\/b><b>AI Max: Much more than an update, a response to complexity<\/b><\/h2><p><span style=\"font-weight: 400;\">To address these increasingly complex searches, Google is deploying AI Max in Shopping and Search campaigns.<\/span><\/p><p><span style=\"font-weight: 400;\">The goal is no longer solely to match a keyword to an ad, but to understand the intent behind each query. Thanks to advanced search term matching, AI Max analyzes user context to deliver the most relevant ad, even on entirely new queries.<\/span><\/p><p><span style=\"font-weight: 400;\">Let us also remember that 15% of daily searches on Google have never been seen before.<\/span><\/p><p><span style=\"font-weight: 400;\">One of the most concrete changes for advertisers involves the gradual transition of DSA (Dynamic Search Ads) campaigns to AI Max starting in September.<\/span><\/p><p><span style=\"font-weight: 400;\">This migration will specifically allow to:<\/span><\/p><ul><li><span style=\"background-color: transparent;\">preserve performance history thanks to migration tools provided by Google,<\/span><\/li><li><span style=\"background-color: transparent;\">improve ad creation via RSA ads generated and automatically optimized by AI using the best available headlines and descriptions.<\/span><\/li><\/ul><p><span style=\"background-color: transparent;\">\u00a0<\/span><\/p><h2><b>3.\u00a0<\/b><b>AI Overviews: what impact on your visibility?<\/b><\/h2><p><span style=\"font-weight: 400;\">The introduction of AI Overviews (AIO), these AI-generated summaries displayed directly in Google search results, is already transforming the user journey.<\/span><\/p><p><span style=\"font-weight: 400;\">With over 2 billion monthly users, these overviews are profoundly changing how internet users access information and interact with brands.<\/span><\/p><p><span style=\"font-weight: 400;\">Some searches now no longer result in a click, while organic CTR could gradually decrease for many informational queries.<\/span><\/p><p><span style=\"font-weight: 400;\">Search is thus entering a \"zero-click\" logic, where a brand's visibility increasingly depends on its ability to be integrated directly into AI-generated answers.<\/span><\/p><p><span style=\"font-weight: 400;\">SEO is therefore progressively shifting towards an \"Answer Engine Optimization\" approach: the goal is no longer just to rank well on Google, but to be identified as a credible, structured, and usable source by AI engines.<\/span><\/p><p><span style=\"font-weight: 400;\">This reinforces the importance of:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">expert content,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">authority signals,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">structured data,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">and overall brand content consistency.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Even though AI Overviews may reduce some organic traffic volumes, they also help further qualify audiences. A user who clicks after consulting an AI response generally shows higher intent.<\/span><\/p><p><span style=\"font-weight: 400;\">To date, this feature remains primarily deployed in the United States and India, but its international expansion seems inevitable.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2><b>4.\u00a0<\/b><b>What strategy to adopt in this new ecosystem?<\/b><\/h2><p><span style=\"font-weight: 400;\">For brands, the challenge is no longer to control each keyword individually, but to effectively manage the signals sent to the platforms.<\/span><\/p><p><span style=\"font-weight: 400;\">At <a title=\"https:\/\/www.mediamix.ch?utm_source=chatgpt.com\" href=\"https:\/\/www.mediamix.ch\/en\/?utm_source\" data-auth=\"NotApplicable\" data-linkindex=\"0\" data-ogsc=\"\" data-olk-copy-source=\"MessageBody\">Mediamix<\/a><\/span><span style=\"font-weight: 400;\">, nous recommandons une approche structur\u00e9e autour de trois axes:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data quality: the more reliable audience signals, conversions, and product feeds are, the more effectively algorithms can optimize performance.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creative control: automation does not mean abandoning strategic management. Brands must continue to oversee distributed content to protect their image and positioning.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Anticipation: migrating to AI Max solutions now allows for accelerated machine learning phases and gaining a competitive edge.<\/span><\/li><\/ul><h3><b>A powerful evolution... but one that also entails new challenges<\/b><\/h3><p><span style=\"font-weight: 400;\">While AI-driven automation opens up significant opportunities in terms of performance and scalability, it also introduces several areas requiring vigilance.<\/span><\/p><p><span style=\"font-weight: 400;\">Platforms now operate with increasingly \"black box\" models, sometimes reducing visibility on:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the queries actually triggered,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">algorithmic trade-offs,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">or the exact reasons behind observed performances.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Furthermore<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">poor data or tracking quality can severely degrade results,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">overly broad targeting can lead to a loss of relevance,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">some AI-generated responses may lack precision or create inconsistencies.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">The challenge for brands will therefore be to find the right balance between automation, strategic control, and the quality of signals transmitted to the platforms.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2><b>Conclusion<\/b><\/h2><p><span style=\"font-weight: 400;\">Search is not disappearing: it is evolving and becoming smarter.<\/span><\/p><p><span style=\"font-weight: 400;\">We are currently witnessing a gradual shift from a keyword-centric logic to a model dominated by user intent, behavioral signals, and artificial intelligence.<\/span><\/p><p><span style=\"font-weight: 400;\">In this environment, performance will depend less and less on the volume of purchased keywords and increasingly on:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">content quality,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">first-party data,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">behavioral signals,<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">and the ability of brands to build a coherent digital ecosystem usable by AI platforms.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">The role of agencies is also evolving. It is no longer just about buying media, but about effectively orchestrating data, content, and technologies to feed the new intent engines.<\/span><\/p><p><span style=\"font-weight: 400;\">Advertisers who continue to manage their campaigns as they did in 2022 risk quickly losing competitiveness.<\/span><\/p><p><span style=\"font-weight: 400;\">The key to success in 2026 now lies in the ability to combine human strategic expertise with the computing power of AI.<\/span><\/p><p><span style=\"font-weight: 400;\">Do you want to adapt your advertising strategy to the new realities of Search?<\/span><\/p><p class=\"translation-block\"><span data-olk-copy-source=\"MessageBody\">If you would like to be supported by Mediamix in this transformation and optimize the performance of your Google Ads campaigns using the latest AI innovations, <a href=\"https:\/\/www.mediamix.ch\/en\/contact\/\" target=\"_self\">contact us<\/a>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Pendant plus de vingt ans, le Search s\u2019est construit autour des mots-cl\u00e9s. Le paysage du marketing num\u00e9rique conna\u00eet une transformation sans pr\u00e9c\u00e9dent. Ce que nous consid\u00e9rions comme des tendances \u00e9mergentes il y a quelques mois est devenu une r\u00e9alit\u00e9 statistique en 2026. La fa\u00e7on dont les internautes effectuent des recherches a radicalement chang\u00e9.\u00a0 Chez Mediamix, [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":12347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-12312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search - Mediamix<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediamix.ch\/en\/latest-news\/evolution-of-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search\" \/>\n<meta property=\"og:description\" content=\"Pendant plus de vingt ans, le Search s\u2019est construit autour des mots-cl\u00e9s. Le paysage du marketing num\u00e9rique conna\u00eet une transformation sans pr\u00e9c\u00e9dent. Ce que nous consid\u00e9rions comme des tendances \u00e9mergentes il y a quelques mois est devenu une r\u00e9alit\u00e9 statistique en 2026. La fa\u00e7on dont les internautes effectuent des recherches a radicalement chang\u00e9.\u00a0 Chez Mediamix, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediamix.ch\/en\/latest-news\/evolution-of-search\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediamix\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediamixsa\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-13T12:47:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-29T09:43:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/05\/FRA-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Isayah Crisinel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:site\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isayah Crisinel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search\"},\"author\":{\"name\":\"Isayah Crisinel\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#\\\/schema\\\/person\\\/f47c01e858816f65f10514ebbc6c46a0\"},\"headline\":\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search\",\"datePublished\":\"2026-05-13T12:47:15+00:00\",\"dateModified\":\"2026-05-29T09:43:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search\"},\"wordCount\":1351,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediamix.ch\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/FRA-1.png\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search\",\"url\":\"https:\\\/\\\/www.mediamix.ch\\\/latest-news\\\/evolution-du-search\",\"name\":\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search - 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