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From Keywords to Conversations: How AI Is Changing Consumer Behaviour

Why Keywords Alone No Longer Drive Consumer Decisions

Introduction

For years, search was simple: type a few keywords, scan a list of blue links, click, and explore. But that model is rapidly changing. In its place, a new kind of search experience is emerging - one shaped by generative AI, where users expect answers, not links.

This shift is not just technical, it’s behavioural. Consumers are searching differently, thinking differently, and making decisions in new ways. And the implications for brands are profound.

The Rise of Zero-Click Search

Today, over 80% of users rely on AI-generated summaries (like Google’s AI Overviews or ChatGPT) for at least 40% of their queries (according to the research conducted by Bain & Company). These summaries often answer questions directly on the search results page, eliminating the need to click through to a website.

A 2024 study found that only 374 out of every 1,000 searches in the U.S. result in a click. In the EU, that number drops to 360 (according to Bain & Company). This is the new reality: search starts with a question and increasingly ends without a visit.

Even users who are sceptical of AI admit that these summaries are “good enough” for basic decisions (according to Forbes). Whether it’s checking the weather, comparing products, or researching a topic, AI is becoming the first and often final stop in the consumer journey.

How We Search Is Changing

Search is no longer just text in a box. It’s visual, verbal, and increasingly conversational.

  • Queries of 8+ words are up 700% in the past year (according to Search Engine Land and Google's report).
  • Technical terminology in queries has risen by 48% (according to Search Engine Land and Google's report).
  • Users now search with photos, voice, and full questions, expecting nuanced and context-aware answers.

AI understands not just what users say, but what they mean. It interprets intent (whether a query is informational, transactional, or navigational) and tailors responses accordingly. This is a fundamental shift from keyword matching to intent matching.

The New Discovery Journey

This behavioural evolution is reshaping the entire discovery funnel. In the past, non-branded, top-of-funnel queries were a key entry point for customer acquisition. Now, many of those queries are resolved before users ever see a brand’s website.

When users do seek validation, they increasingly turn to community-driven platforms like Reddit, YouTube, and Quora. In fact, when users leave an AI Overview, a third go to these forums (according to Search Engine Land). This shift signals a growing trust in user-generated content as a source of authenticity and social proof.

Behavioural Impacts Across the Funnel

The ripple effects of AI-driven search are being felt across the consumer journey:

  • Clickthrough rates are down (by as much as 30%) but the clicks that do happen may be more intentional and better qualified (according to Search Engine Land).
  • Scroll depth is shallow: Most users skim only the top third of an AI-generated answer (according to Google).
  • Top-ranked products benefit more: A “Matthew effect” is emerging, where the most visible options gain disproportionate attention and engagement (according to Forbes).
  • Consumers are more informed, earlier: With AI summarising key points instantly, users arrive at decisions faster and often without needing to explore further.

What This Means for Brands

Consumers are still searching, but they’re searching differently. The journey is shorter, more fragmented, and increasingly shaped by AI.

For brands, this means rethinking how and where they show up. It’s no longer just about being on page one - it’s about being part of the answer. That might mean showing up in a Reddit thread, a YouTube review, or a community Q&A (wherever consumers go to validate what AI tells them).

We’ll explore the implications for visibility, trust, and strategy in future posts. But for now, one thing is clear: consumer behaviour is evolving fast, and brands that want to stay relevant need to understand how people are discovering, evaluating, and deciding in this new AI-first world.

Up Next: Redefining Visibility in the Age of AI

In the next post, we’ll explore how this behavioural shift is rewriting the rules of digital visibility and why traditional SEO is no longer enough.

Stay tuned.

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