Digital advertising is reinventing itself—AI-driven search engines, social media platforms, and the disappearance of third-party cookies are reshaping the marketing landscape at lightning speed. To break it down, we asked three experts from Basis Technologies—Lindsay Martin, Robert Kurtz, and Amy Rumpler—for their perspectives on the evolution of paid search, and how brands can stay ahead.
🔍 1. AI Is Redefining Paid Search
Lindsay Martin (Group VP, Search Media Investment)
Generative AI—including tools like ChatGPT—is shifting how search operates. While voice and conversational search haven’t fully taken off, they’re advancing rapidly. In paid search, you’re already seeing AI power ads through tools like Responsive Search Ads and Performance Max. As search becomes more conversational, make sure your product feed is rich and structured so that AI assistants can serve relevant and contextual results.
She also notes Bing’s head start with ChatGPT integration and reminds marketers to watch who owns user attention before allocating budgets—even as Google’s Bard and Gemini tools gain momentum. (basis.com)
Robert Kurtz (Group VP, Search Media Solutions)
AI is already embedded in SEM—automating repetitive tasks, enhancing targeting, and revealing performance insights. Kurtz advises marketers to:
- Deploy AI tools to automate bidding, targeting, and campaign reporting.
- Build a data-first culture using analytics from across channels.
- Hire for AI fluency, ensuring teams can interpret AI insights and optimize accordingly. (basis.com)
📱 2. Beyond AI — Trends Shaping the Future
Amy Rumpler (SVP, Search & Social Media Services)
Paid search is moving toward richer, intent-driven formats. Visual and video search—like photo-based lookup and YouTube video ads—are gaining ground. Rumpler urges brands to:
- Pilot Performance Max campaigns
- Expand into video via platforms like YouTube
- Activate first-party data for personalized targeting
- Leverage Smart Bidding and conversion tracking tied to ROI (basis.com)
🎧 3. Gen Z Shifting Away from Google
Lindsay highlights that Gen Z increasingly uses platforms like TikTok and Instagram, or AI chatbots, to initiate searches—often before they reach Google. Though search still plays a crucial role in conversion, it may come later in the journey. (basis.com)
Amy agrees, encouraging brands to view marketing as a journey: start with dynamic, attention-grabbing content on social or video platforms, then reinforce messages through paid search. She suggests integrating trending topics into keyword strategies to capture interest across touchpoints. (basis.com)
✅ Summary: Three Steps to Future-Proof SEM
| Step | Action |
|---|---|
| 1 | Embrace AI today: use it for ad creation, bidding, and optimization |
| 2 | Diversify formats: test video, visual search, and Performance Max |
| 3 | Close the loop: align first-party data, search spend, and content across platforms to capture Gen Z’s evolving behavior |
These strategies can help brands stay competitive in a rapidly evolving ecosystem where AI and modern search behaviors are transforming marketing.
