by Jaimie Siegle | Advertising Systems Inc.
Think about the last thing you typed into the Google search bar. Did you ask it a question? Did you use AI Mode? Did you continue the conversation, or was the information from AI Overview satisfactory?
Since the company launched AI Mode in 2025, Google reports that people are asking longer, more complex questions, as opposed to searching a string of keywords. Furthermore, the most popular queries begin with phrases “where to,” “where should I,” “which of,” and “which one.”
This means that consumers are using AI agents to help make decisions, and survey data show that 70 percent of U.S. and UK consumers trust the answer(s) provided. As such, we’re calling it now:
1. Opportunities will abound in terms of ‘conversational advertising’ in 2027
According to Forrester, Google recently announced plans to “scale ads in both AI Mode and AI Overviews across a wide range of queries, expand ads into international markets for the first time, and launch multi-turn ads in AI Mode, where sponsored results appear in follow-up questions, across the US.”
With that said, here are a few more predictions for AI in 2027, and how it might affect your marketing strategy next year.
2. Allocating more funds toward AI Search
Marketing budgets might need to increase spending on AI search by borrowing from other areas. However, there is one caveat, according to Google SVP Nick Fox, and it goes back to our favorite mantra, “content is king”:
“The biggest piece of advice we give is that the way to optimize for AI Search is the same way to optimize for Search: Create great content. Create content that you would want as a user and expect your users to want.
The additional piece of advice we give is: Go beyond the surface level. The content that will do the best within AI is the content that goes one or two levels deeper and is really helpful there.”
3. AI Fluency and Training (for Human Employees)
Just because business owners can use AI doesn’t mean they’re using it well.
With AI agents constantly evolving and improving, even marketers feel overwhelmed by updates and new features that can—when used effectively and efficiently—make running a business easier, especially with a lean team.
Of course, AI agents also learn a user’s workflow and process; and if said user transfers to another department or gets promoted, there must be structures in place to help ‘onboard’ the new employee. Company-wide training sessions or department-specific workflow organization will be necessary to keep up with ever-evolving technology.
4. Choosing which AI Agents are Most Important for Your Business
AI subscription models are becoming the new norm, and they’re not getting any cheaper — especially at the business level. Whether your department is sales, creative, or HR, chances are you’ve already used AI to automate some facet of your job.
“Marketers should stop asking vendors whether they have AI,” says Ben Kaplan, chief marketing officer at Nexxen. “Instead, marketers should ask what the AI is running on and whether it leverages anything others cannot.”
Business owners have so many options for what can be streamlined or automated with AI, from writing ad copy to formatting spreadsheets and analyzing data. As an entrepreneur, you may have to consider which tasks are best suited for an AI agent (and which AI agent in particular—whether it’s Copilot, Claude, GPT or Gemini), and which can still be delegated to staff.
“Human oversight is a ‘need to have,’ not a “nice to have,” writes Grant Freeman over at Entrepreneur. “Treat your AI tool like a talented intern, not an experienced decision-maker.”
If you’re looking to incorporate AI search marketing in order to grow your business, let’s talk about a strategy that aligns with your unique marketing goals.
