Marketers cite AI search shifts to justify increased media spending

VERA Brief

AI-generated. Grounded in the article and its cited sources.

Marketers are observing changes in consumer search behavior due to AI and are using this trend to justify increased media spending. This is particularly relevant for brands with complex sales cycles as AI may alter how consumers discover and interact with them during research.

Key facts

• Marketers are discussing the potential impact of artificial intelligence on search engine results and consumer behavior.
• Companies with lengthy consideration periods are monitoring evolving search patterns.
• Brands are using changes in consumer journeys driven by AI as a reason for requesting expanded media budgets.
• The potential for AI-generated answers to change how consumers discover and interact with brands is a concern.
• Verifiable brand visibility and accurate representation are becoming more important in evolving search landscapes.