AI-driven search gains deeper traction, changing the game across traditional search methods: report

by

Azunta Gaviola

-

5 months ago

The ‘What’s NEXT in Marketing 2025’ series is making waves in Singapore, the Philippines, Hong Kong, Indonesia, and Malaysia. Join us in shaping the future of marketing!

Singapore – As GenAI gains deeper traction across industries, Forrester’s latest report revealed its significant impact on the search landscape, transforming it into something more conversational, assistive, and agentic.

As per the report, it was noted that search engines such as Google, Bing, and ChatGPT evolve into personal assistant-style tools, indicating their influence across various domains, including B2C and B2B marketing, commerce, and cognitive search. This shift implies businesses must offer smooth, engaging, and proactive search experiences.

Key findings of the report showed a major shift in conversational search, with search engines now enabling more dynamic, back-and-forth interaction and over one-third of consumers already using these features.

It was also found that generative AI-powered search engines are minimising user effort by taking action on their behalf. These AI language models handle complex cognitive tasks, offering faster and more precise results.

Another key finding is that generative AI is transforming more than just how users interact with search engines, reshaping how they search vendor websites, retailer apps, and corporate intranets. With this, users now expect back-and-forth interactions with agents that act like personal assistants across B2B, commerce, and cognitive search, driving convergence and shared innovation in search experiences.

Interestingly, GenAI transforms search marketing (B2C & B2B), commerce search, and enterprise knowledge strategies by making experiences more dynamic, relevant, and personalised.

But to stay competitive, the company also noted businesses must strengthen their technical capabilities and prioritise AI governance. Buyers also need to be selective as the cognitive search market grows more crowded.

Commenting about the report, Nikhil Lai, senior analyst at Forrester, stated, “Generative AI makes search more conversational, assistive, and agentic. Search engines lead this transformation, but it impacts all search experiences. Whether they are searching Perplexity, Amazon’s app, or PDFs, users expect back-and-forth interactions with agents that act like personal assistants and, increasingly, act on users’ behalf.”

“As a result, all search disciplines, including B2C and B2B search marketing, commerce search, and cognitive search, must adapt to AI-integrated search,” he further said.

Step into a world where creativity meets cutting-edge tech at MARKETECH APAC’s Advertising Technology Asia 2025! Coming to the Philippines on 9 September, be at the forefront of the adtech revolution—register now!
The NEXT Awards 2025 is here, and we’re seeking the most innovative marketing campaigns from Indonesiathe Philippines, Malaysia, Singapore and Asia Pacific. Submit your entry today and showcase your best work!
Share

RECENT ARTICLES

Concentrix acquires SAI Digital, expanding digital commerce, CX solutions in APAC
OutSystems appoints Muralee Kanagaratnam as regional VP for partners & alliances for APAC regional expansion
Singapore leads global AI adoption but faces shadow AI concerns
StarHub, Vectra AI introduce advanced cybersecurity solutions in Singapore
Revolut expands Google Cloud partnership to support global fintech growth
Ellipse 3

RELATED ARTICLES

Netcore Cloud’s new partnership with Google Cloud to enhance marketing tech, customer engagement with AI
Harnessing sentiment analysis for personalised interactions_11zon
Employment Hero to advance productivity, streamline HR processes among Singapore SMEs with PSG-approved tech solutions (1)_11zon
Ellipse 3

FEATURED ARTICLES

UpTech NL Feature Image (1)_11zon
1_UpTech Media, MARKETECH APAC to feature critical industry conversations at recently expanded ‘Retail and E-Commerce Innovation Summit’
EW2025_(UT)Launch Article_Feature Image_11zon

Subscribe to UpTech Media Newsletter

Video Title Here: The Indonesian on-ground activation status

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos.

Video Title Here: The Indonesian on-ground activation status

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos.

Video Title Here: The Indonesian on-ground activation status

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos.