Search Becomes Conversation
Users no longer search: they express an intention and delegate selection, synthesis, and response to the system.
With AI Mode as the global default of Google Search, this behavior is no longer a niche.
From intention to result: search based on intent, not keywords, and what it means for content producers.
Awareness and consideration move inside the chats: users arrive already oriented, often in the conversion phase.
The user gets exactly what they asked for, not what they did not know they wanted: lateral exposure to unsearched information is lost.