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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)
E-Mail ChartDownload

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)

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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