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EMARKETER

GenAI Search Advertising Trends 2025

Consumer Adoption Lags Platform Advancements

Report by Evelyn Mitchell-Wolf  |  May 23, 2025
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Report
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Table of Contents
Executive Summary
Advertisers must hurry up and wait for genAI to revolutionize search
Consumer search behaviors are evolving around genAI search, but slower than anticipated
Paid opportunities in genAI search are still nascent, with limited insight into performance impact
The lines are blurring between genAI search and everything else
Implications for marketers
Sources
Media Gallery
About This Report
GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.
Topics
Search Marketing
Artificial Intelligence (AI)
United States
Table of Contents
Executive Summary
Advertisers must hurry up and wait for genAI to revolutionize search
Consumer search behaviors are evolving around genAI search, but slower than anticipated
Paid opportunities in genAI search are still nascent, with limited insight into performance impact
The lines are blurring between genAI search and everything else
Implications for marketers
Sources
Media Gallery

The days of Google as consumers’ only search destination are long gone. As Google incorporates genAI into its legacy search experience, a new set of genAI-first competitors is gaining steam. Marketers are caught in a tug of war between the search landscape of today and prospects of tomorrow.

Key Question: How is genAI reshaping the search ad market?

AI Search Will Gain Share of Search Ad Budgets as Consumer Adoption Grows, (billions in US AI search ad spending and % of total search ad spending, 2025-2029)
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Key Stat: AI search ad spending will double between 2025 and 2026 and top $25 billion by 2029.

This report can help you:

  • Develop media strategy and allocate budget for campaigns (brands and agencies)
  • Showcase opportunities to customers and develop go-to-market strategy (agencies, media platforms, and solution providers)

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Advertisers must hurry up and wait for genAI to revolutionize search
  3. Consumer search behaviors are evolving around genAI search, but slower than anticipated
  1. Paid opportunities in genAI search are still nascent, with limited insight into performance impact
  2. The lines are blurring between genAI search and everything else
  3. Implications for marketers
  1. Sources
  2. Media Gallery

Charts in This Report

AI Search Will Gain Share of Search Ad Budgets as Consumer Adoption Grows, (billions in US AI search ad spending and % of total search ad spending, 2025-2029)Search Ad Spending Growth Will Slow as GenAI's Influence Expands, (billions in US search ad spending and % change, 2025-2029)
US Search Ad Spending Could Drop as Tariff-Affected Advertisers Pull BackChatGPT Is the Only GenAI-First Platform Used by Over a Quarter of US Consumers (% of US consumers who used select platforms in the past 12 months, by platform type, March 2025)
Consumers Use GenAI Search Platforms Much Less Frequently Than GoogleConsumers Use ChatGPT Primarily for Informational Queries
AI Overviews (AIOs) Are Shown More Frequently for Longer QueriesAI Overviews (AIOs) Are Appearing More Frequently for Searches Across Categories
We Forecast Three Scenarios for How Agents Will Affect Ad Opportunities During the Consumer Journey

authors

Evelyn Mitchell-Wolf

Contributors

Jacob Bourne
Analyst
Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Vivian Dong
Forecasting Analyst
Madan Kumar
Copy Editor
Na Li
Director, Primary Research
Jennifer Pearson
VP, Research
Andrew Spink
Senior Forecasting Analyst
Julia Woolever
Yoram Wurmser
Principal Analyst
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