One of the most significant developments was the continued expansion of AI-powered search experiences. Google began integrating more advanced AI systems into search, including features that allow AI assistants to guide users from discovery to purchase with fewer steps. This shift means that consumers may interact with AI interfaces rather than traditional lists of search results when researching products or services. Alongside this, Google also began experimenting with personalised advertising directly inside AI-powered shopping tools, allowing retailers to present targeted offers during conversational search experiences. For marketers, this signals a major evolution: search is becoming more conversational, more contextual, and potentially less reliant on traditional website visits.