AI Users Driving Big Shift in Google Search

Google’s Martin Splitt and Nikola Todorovic have shared fresh insight into how artificial intelligence is reshaping search behaviour, highlighting a clear shift in the way people now interact with Google. According to them, this change is not only ongoing but also becoming more noticeable as users gradually adopt new ways of searching.

A key point raised during the discussion was that AI is not something newly introduced into search. Instead, it has long been part of Google’s systems, operating quietly in the background to support organic results and improve relevance. What has changed more recently is its visibility, as AI features are now being placed directly in front of users and helping to handle more complex and layered search queries.

Splitt explained that there is an interesting relationship between systems, where AI supports traditional organic search, while organic search also feeds into AI-driven results. This overlap shows that search has not been replaced, but rather restructured in a way where both elements continue to work together.

He also raised an important question about how these changes should be understood. Rather than assuming AI search is something completely new, he asked whether it should be seen as a natural evolution of existing technology or something more disruptive.

Nikola Todorovic, Director of Software Engineering at Google Search, responded by suggesting that the shift is closer to a revolution than a simple progression. While he acknowledged that improvements have happened gradually over time, he explained that search today is fundamentally different compared to a decade ago, both in terms of technology and user behaviour.

One of the biggest changes, he noted, is how users now approach search itself. People are becoming more confident in asking complex questions, particularly because they are starting to realise that search engines are capable of handling them. This shift in confidence is directly influencing the types of queries being entered.

As new features such as images, videos and AI-generated summaries have been introduced into search, user behaviour has also evolved. People are no longer limited to short keyword-based searches. Instead, they are increasingly writing longer, more detailed queries that reflect more specific intent and deeper curiosity.

Todorovic described this as a “new wave” of search behaviour, where users are actively discovering what search can now do. As a result, query lengths are increasing, and searches are becoming more conversational and detailed compared to traditional keyword input.

He also highlighted that this is not just a technical change, but a behavioural one. Users are now exploring topics in more depth through search, rather than treating it as a tool for quick answers only. This has led to a noticeable increase in more complex search patterns across the platform.

Another important point from the discussion was how AI processes these queries behind the scenes. While users may enter long and complex prompts, the system is able to break them down into smaller, simpler components. These are then processed individually and combined to form a final result.

This means that what looks like long-tail search behaviour on the surface is actually more sophisticated underneath. Traditional keyword-based searches are still happening, but they now form part of a larger, structured process within AI-driven search systems.

Importantly, both speakers stressed that classic search has not disappeared. Instead, it continues to play a crucial role in supporting AI-generated results. Organic search still provides the foundation that allows AI systems to retrieve and organise relevant information effectively.

From an SEO perspective, this reinforces the idea that keywords are not outdated. Rather than becoming irrelevant, they now function as smaller building blocks within broader and more complex search sessions. Content still needs to be discoverable through traditional search, while also being useful within AI-assisted experiences.

Todorovic also pointed out that users are essentially learning what search is capable of. As they become more familiar with AI-powered features, they naturally begin to push search further, asking questions they may not have previously considered possible.

This ongoing change is influencing traffic patterns and search behaviour more broadly. Users are not only searching more often, but also searching in more diverse and detailed ways. This reflects a shift in expectations, where search is no longer just about finding links, but about receiving more complete and contextual answers.

Overall, the discussion suggests that AI has not replaced traditional search, but has instead changed how it is used and understood. The system is becoming more layered, with AI sitting at the front end while organic search continues to operate in the background.

For SEO professionals and site owners, this means content now needs to serve two purposes at once. It must still be structured clearly enough to be indexed and ranked in traditional search, while also being detailed and useful enough to be surfaced in more advanced AI-driven responses.

The key takeaway is not simply that queries are getting longer, but that user expectations are changing. People are discovering new ways to interact with search, and this is gradually shaping how information is retrieved, processed and presented.

As AI continues to develop within search, this evolution is likely to continue. However, rather than replacing existing systems, it appears to be building on top of them, creating a more complex but also more capable search experience overall.