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“What I can say is that since we’ve rolled out AI overviews, people are searching more and not less. In Q3 this year, we actually saw our biggest increase in search queries, which is directly correlated to rolling out AI overviews,” Neary says, pointing out that searches of five words or more within Google are growing twice as fast as people searching with the old keywords-based search. “It’s easier for people to find what they’re looking for because AI overviews mean we are better able to match people with the right product. If the service is good, people will use it,” Neary adds. A core component of AI search is so-called “multimodal search” — the AI model’s ability to understand audiovisual inputs, including voice notes, photos and video. Neary says Gen Z has emerged as “power users” of these newer capabilities for search within Google — 10% of Gen Z are now starting their Google searches with a photo or image. Although Google Lens first launched in 2012, Neary says that when she joined the company in 2024, people were using it to search 12 billion times a month, and in November 2025, that figure stands at 25 billion times a month, since it’s been incorporated into AI search. “What I think is really important for brands to understand is that one in five of those searches is someone looking to buy something,” Neary says. “So that’s actually really great news for fashion and beauty, which are such visual-first industries — it actually means they can create a more immersive and personalized way for people to engage in content online in ways that we’ve not seen before.”Officials Lips And Assholes Shirt
For luxury brands in particular, a core worry has been that if AI search engines begin to host more of the consumer buying journey — from discovery to purchase completion — they’ll lose control of the shopping experience they’ve carefully curated for years. Several brands have been investing in AI-powered website updates like their own AI search and more interactive visuals, in a bid to make their DTC sites digital “world-building” destinations. AI search optimization experts say that thanks to the multimodal capabilities of AI search engines, this could also help them rank higher in the new era of search, and luxury’s multi-million-dollar holiday marketing campaigns are far from obsolete. “Luxury definitely doesn’t have an immunity to AI search changing the marketing landscape, but their creative campaigns count in a very different way than they did before,” says Imri Marcus, CEO and founder of Brandlight, which helps brands optimize for AI search.
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