The modern consumer profile relies on AI-based tools to explore, through conversations, what they want to buy; Google Lens serves to instantly identify something that catches their attention; the AI-generated overview allows them to get an AI-generated summary with key information and links to delve deeper into the topic; and there is also multimodal search, which combines text, image, and voice inputs. As these search habits evolve, consumers expect increasingly intuitive, real-time, and need-based responses, reported the Argentine News Agency. To provide these responses, it optimizes different search ecosystems and uses AI-based advertising solutions. The search behavior has evolved beyond the act of typing a query into Google. New tools capable of learning the specific context of each business—such as NotebookLM—now allow 'conversing' with one's own data, revealing insights and scenarios that were previously difficult to see. Above all, they enable faster thinking to make better decisions. Speed of thought Ramiro Sanchez, Senior Director of Marketing at Google Latin America, states that the power of AI is migrating from execution speed to thought speed: a tool that processes oceans of information so that leaders can apply their most valuable asset, human judgment, with greater clarity. AI-based recommendations, personalized offers, and strategic CTAs can help increase conversions at any stage of the journey. However, today's consumers expect a simple and uncomplicated shopping experience, whether through a social commerce post, a YouTube video ad, or a payment from an app. The traditional purchase journey has become confusing, while impulse buying and decision-making through multiple touchpoints have become commonplace. Now, navigations occur through a dynamic network of multiple touchpoints, often simultaneously. 4S Behavior A new study by Boston Consulting Group (BCG) reveals that the '4S behaviors' that define the current consumer experience (streaming, scrolling, searching, and shopping) have fundamentally reshaped how people discover and interact with brands. Advances in AI and technological developments meet deep human needs, such as nostalgia, belonging, and the need to simplify a complex world. In the ecosystem that is formed, people move simultaneously and fluidly between behaviors, channels, and formats. In such a fast-paced environment, attention is captured with optimized creative pieces: attractive images, a solid narrative arc, and AI-based personalization. Scrolling is the modern way for users to window shop. Whether on social media or looking for inspiration, people consume content, often without an immediate intention to buy. But in a matter of seconds, the right ad, product placement, or influencer recommendation can spark interest and drive action.
