Behind the Numbers: an EMARKETER Podcast AI’s Real Impact on Search So Far—What’s Coming Next, and Can Google Keep Pace? | Behind the Numbers
Dec 5, 2025
Nate Elliot, a principal analyst focused on AI's impact on search, and Jacob Bourne, an analyst covering AI and consumer behavior, delve into AI's transformative effect on search. They discuss how AI has already altered search habits, the stability of traditional search platforms, and the implications for Google. Insights reveal generational shifts towards AI and the potential long-term changes in search behavior. Brands are advised to embrace AI now to stay relevant as these trends continue to evolve.
AI Snips
Chapters
Transcript
Episode notes
Three-Year Snail Hibernation
- Certain desert snails can estivate for up to three years during extreme conditions.
- Hosts joked about what that long hibernation feels like socially and biologically.
AI Replaces Google Only For Heavy Users
- A small group of heavy AI users have effectively replaced Google for many of their searches.
- Most consumers still use traditional search frequently and only use AI sporadically.
Generative AI Fulfills Old Search Vision
- Conversational search was an early idea but early models couldn't fulfill it.
- Today's generative models finally deliver capabilities that earlier ML could not achieve.