How AI has changed search marketing: a new challenge for integrated promotion

Search interface changes and user experience

On 27 August, Google changed its results display by removing 'Show more'. Instead of progressively expanding the results, users receive a fully expanded AI answer across the first screen. This shifts attention towards a comprehensive summary rather than a long list of links.

In the new interface, the expanded AI answer automatically collapses when users scroll down. This is intended to preserve access to relevant websites and familiar ways of exploring results.

Only blue links now remain below the AI answer, simplifying the page and changing source selection. Users receive a concise, objective overview before choosing links for deeper research.

• Direct access to an informative AI answer reduces search time and simplifies decisions;
• Removing 'Show more' changes interaction patterns with results while reducing required scrolling;
• Answers collapse automatically when scrolling accounts for user journeys and reduces interface confusion;
• Blue links remaining below the answer provide transparency and access to detailed source information.

These interface changes help users obtain structured information quickly, improve readability and influence online behaviour. Businesses need to adapt strategies to new result displays and integrate into the AI search ecosystem.

AI answer monetisation models and advertising markets

Search engines are integrating AI into their results, reshaping advertising and monetisation. Google has already begun inserting ads directly into AI answers. Google search advertising generates around USD 63 billion per quarter. Meanwhile, the share of ad appearances within AI overviews has risen from 3% to 25.5% over the past year, indicating a substantial shift of advertising space towards AI content.

Russian search is developing differently but just as actively. Yandex has increased investment in AI answers, paying ten times more for these formats than traditional ones, and introduced advertising in Alisa AI conversations. Its monetisation combines conversational ads, an ad-free subscription and commerce within user dialogues.

These changes have serious implications for advertisers and marketers. AI answers redistribute attention, reduce clicks on traditional results and require new strategies for business goals. Companies need a coordinated approach that accounts for ads within AI content and monetisation through subscriptions and transactions in conversational interfaces.

AI answers in Russian search and their marketing implications

While Google AI answers are appearing internationally, they are not yet officially displayed in Russia. Yandex is the main local player through Yandex Neuro, active since October 2024 and significantly affecting informational search.

Statistics show Yandex AI answers appearing in 43% of commercial queries and 68% of informational queries, well above Google in comparable segments. This broad integration changes search visibility: the answer sits above traditional organic results and often becomes the user's first encounter with the information.

Yandex AI answers stand out through prominent, clearly marked source links. This makes inclusion among cited websites more valuable and content optimisation for AI answers especially relevant.

For marketers, this introduces a new strategic objective: not just higher organic rankings, but inclusion in AI answers. It calls for a systematic review of content strategy and closer analysis of the sources Yandex Neuro cites. This helps businesses adapt promotion to new search interactions and improve its effectiveness.

Practical integrated marketing advice for AI search

The new search environment requires different performance metrics. Website visits become less central than tracking citations in AI answers. This reflects AI's growing role as a user's first source of information.

Brainlabs research reports a 335% rise in target actions despite falling overall AI-platform traffic. Relevant inclusion in AI answers can therefore attract higher-converting visitors even when traditional traffic declines.

Analysis of AI answer sources reveals a stable core of cited domains. Inclusion is difficult, but these sites gain visibility that can affect marketing's business outcomes.

Measure and monitor inclusion in AI answers regularly. This reveals openings for new publications and helps avoid spending resources on topics or formats already dominated by strong competition.

• Performance evaluation: focus on citations, not visits alone.
• Track growth in target actions: analyse audience behaviour on key AI platforms.
• Focus on stable sources: aim for inclusion among regularly cited sources.
• Check AI answer placements: choose topics with room to compete.