Google全球广告副总裁：从AI Mode到Agentic Commerce，AI如何改造传统搜索？

作者：亿邦动力文章来源：亿邦动力

2026-03-17 14:52

作者：亿邦动力文章来源：亿邦动力

2026-03-17 14:52

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Google AI技术正在彻底改造传统搜索和购物，提供实用操作干货。

1. AI搜索量大幅上升：Google每年处理搜索量超过5万亿次，查询量持续同比增长，表明AI正在成为主流搜索方式。

2. AI概览功能增强效率：上线AI生成信息快照和深度链接，并在上方、下方及内容区投放广告，根据用户搜索内容精准匹配，商业转化率与传统搜索相同，用户可快速获取信息。

3. 视觉搜索和AI模式兴起：Google Lens月搜索量超250亿次，其中20%带有商业意图；AI模式用户查询长度达传统3倍，商业查询占比提升，从2025年5月起试点整合搜索与购物广告，提升购物便利性。

4. 直接优惠试点实用价值：针对高意向购物者显示量身定制优惠，在不影响售价下促成交易，未来扩展至会员福利和产品组合，帮助用户节省时间。

5. AI入口Gemini广告优化：Gemini提升广告相关性，误触率下降40%，广告主生成素材增加3倍，确保更高效的信息获取。

6. UCP协议简化购物：统一标准覆盖商品发现到售后，支持美国消费者在AI模式和Gemini直接下单，AI追踪价格自动下单功能研发中，提供自动化购物体验。

AI变革推动品牌营销和用户行为新趋势，品牌商可把握精准渠道和产品研发机会。

1. 品牌营销渠道建设：AI概览中上下文广告投放，根据用户搜索匹配内容，转化率与传统搜索持平，提供高效曝光；直接优惠在高意向时刻显示优惠，帮助提升交易转化而不影响定价策略。

2. 用户行为观察与消费趋势：用户转向视觉搜索如Google Lens，月搜索超250亿次且20%有商业意图；AI模式查询更长更商业化，消费需求偏好智能方式，品牌需优化产品展示。

3. 品牌定价和竞争：直接优惠试点允许在不调整常规价下提供定制优惠，未来扩展至价格外维度，如会员福利，助力品牌应对竞争；AI驱动广告系列基于用户意图匹配，如AI Max搜索广告系列，强化精准定价。

4. 产品研发启示：从UCP协议覆盖全购物环节，获得统一标准启发，可研发AI兼容产品；价格追踪自动下单功能展示消费趋势，品牌应关注自动化需求迭代产品。

AI搜索带来增长市场和消费需求变化，卖家可学习新商业模式和应对措施。

1. 增长市场和消费需求变化：搜索量年超5万亿次同比增长，用户转向视觉和AI搜索，如Lens月搜索250亿次，商业意图提升20%，市场需求扩大带来机会。

2. 机会提示和事件应对：参与直接优惠试点，在高意向购物时提供优惠促成交易，2025年扩展至价格外维度；AI模式整合购物广告试点，可学习Google广告策略，提升销售转化。

3. 正面影响和可学习点：AI概览广告转化率与传统相同，卖家可复制精准投放；效果最大化广告系列基于素材匹配用户意图，Gemini生成素材增3倍，启示优化创意资产。

4. 最新商业模式和合作方式：UCP协议开源标准覆盖发现到售后全环节，支持跨平台购物，卖家可探索集成合作；AI追踪价格自动下单功能研发中，提供自动化销售机会。

5. 风险提示和扶持政策：用户行为变化可能影响传统关键词搜索，需适应AI趋势；Google广告质量体系提升，误触率降40%，降低无效流量风险。

AI推进数字化电商，工厂可寻商业机会和生产设计启示。

1. 商业机会：UCP协议统一智能体标准，覆盖商品发现到售后全环节，支持跨平台购物集成，工厂可探索合作生产兼容产品；直接优惠功能扩展至价格外维度，如产品组合，提供新销售渠道机会。

2. 推进数字化和电商启示：Google的AI应用如搜索量增长和AI模式，显示电商向智能化转移，工厂应加速数字化；AI追踪价格自动下单功能研发，启示生产设计需考虑自动化需求，如智能库存管理。

3. 产品生产和设计需求：从AI驱动广告系列基于用户意图，获得启示优化产品设计以匹配消费趋势；UCP协议简化流程，工厂可研发标准化产品，提升电商兼容性。

行业趋势向AI转移，新技术解决客户痛点和提供解决方案。

1. 行业发展趋势：搜索AI化，年处理超5万亿次查询增长；用户转向视觉和AI搜索，如Lens月搜索250亿次，服务商需关注智能商业演进。

2. 新技术应用：AI概览、AI模式和Gemini入口引入广告，提升相关性；UCP协议开源标准覆盖全购物环节，统一跨平台执行，提供技术集成机会。

3. 客户痛点与解决方案：无关广告问题，Gemini整合广告质量体系，误触率降40%，解决精准匹配痛点；AI驱动广告系列如AI Max，基于意图匹配素材，提供高效广告服务方案。

Google应对商业需求推出平台新做法，可优化招商和运营管理。

1. 商业对平台需求和问题：用户行为转向视觉和AI搜索，需求智能广告整合；平台需解决无关广告问题，Gemini降误触率40%满足精准需求。

2. 平台的最新做法：AI模式试点整合搜索与购物广告到内容流；直接优惠在高意向时显示优惠，帮助商家促成交易，未来扩展维度；UCP协议支持跨平台购物下单。

3. 平台招商和运营管理：推出AI驱动广告系列如AI Max和Performance Max，基于素材匹配意图，吸引广告主参与，Gemini生成素材增3倍；广告质量体系优化提升运营效率。

4. 风向规避：适应AI趋势，通过AI概览和模式试点，规避传统搜索衰退风险；监控用户查询变化，如长度增加和商业占比提升，调整平台策略。

AI引发产业新动向和商业模式创新，提供政策与启示。

1. 产业新动向：AI改造搜索，Agentic commerce概念兴起，如UCP协议统一智能体标准，覆盖发现到售后全环节，改变跨平台购物模式；用户行为转向视觉搜索，月超250亿次。

2. 新问题和政策启示：用户摆脱关键词搜索，转向AI方式，可能影响传统产业；AI广告如Gemini误触率降40%，引发政策监管考虑；自动下单功能研发需法规建议以确保公平。

3. 商业模式创新：UCP协议开源标准，使AI代理跨系统执行购物，降低对接繁琐度；直接优惠试点在不影响售价下促成交易，启示混合定价模式；AI驱动广告系列基于意图，推进个性化商业。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Google's AI technology is revolutionizing traditional search and shopping, offering practical utility.

1. AI search volume surges: Google processes over 5 trillion searches annually, with year-over-year growth indicating AI is becoming a mainstream search method.

2. AI Overviews boost efficiency: AI-generated summaries and deep links are now available, with ads placed above, below, and within content. These ads are precisely matched to user queries, maintaining conversion rates equivalent to traditional search while enabling faster information retrieval.

3. Visual search and AI mode gain traction: Google Lens handles over 25 billion monthly searches, 20% of which have commercial intent. Queries in AI mode are three times longer on average, with a higher proportion of commercial searches. Starting May 2025, Google will pilot the integration of search and shopping ads to enhance shopping convenience.

4. Direct offers provide practical value: Tailored offers are shown to high-intent shoppers, facilitating transactions without affecting base prices. Future expansions will include membership benefits and product bundles, saving users time.

5. Gemini AI entry optimizes ads: Gemini improves ad relevance, reducing accidental clicks by 40% and tripling the volume of advertiser-generated creative assets, ensuring more efficient information access.

6. UCP protocol simplifies shopping: This unified standard covers the entire journey from product discovery to post-purchase, enabling U.S. consumers to place orders directly via AI mode and Gemini. An AI-powered price tracking and automatic ordering feature is under development, offering an automated shopping experience.

AI transformation drives new trends in brand marketing and user behavior, presenting opportunities for precise channel strategy and product development.

1. Brand marketing channel development: Contextual ads within AI Overviews match user search intent, delivering conversion rates on par with traditional search for efficient exposure. Direct offers displayed during high-intent moments boost transaction conversion without compromising pricing strategy.

2. User behavior and consumption trends: Users are shifting towards visual search like Google Lens, which sees over 25 billion monthly searches with 20% commercial intent. AI mode queries are longer and more commercially oriented, indicating a preference for intelligent interaction, necessitating optimized product presentation.

3. Brand pricing and competition: The direct offers pilot allows for customized promotions without adjusting standard prices, with future expansions into non-price dimensions like membership benefits, helping brands stay competitive. AI-driven ad campaigns, such as AI Max, match user intent to reinforce precise pricing strategies.

4. Product development insights: The UCP protocol's end-to-end coverage offers inspiration for developing AI-compatible products. The development of price-tracking auto-order features highlights consumer trends towards automation, suggesting brands should iterate products to meet automated demand.

AI search creates growth markets and shifts consumer demand, offering new business models and strategic responses for sellers.

1. Growth markets and demand shifts: Annual search volume exceeds 5 trillion and is growing YoY. Users are adopting visual and AI search (e.g., Lens with 25B monthly searches, 20% commercial intent), expanding market opportunities.

2. Opportunity alerts and strategic responses: Participate in the direct offers pilot to provide targeted promotions during high-intent shopping moments, with expansion into non-price dimensions planned for 2025. Learn from Google's AI mode integration of shopping ads to boost sales conversion.

3. Positive impacts and learnings: AI Overview ads achieve conversion rates equivalent to traditional search, enabling sellers to replicate precise targeting. Performance Max campaigns match creative assets to user intent, with Gemini tripling asset generation, highlighting the need to optimize creative resources.

4. New business models and partnerships: The open-source UCP protocol standardizes the journey from discovery to post-purchase, supporting cross-platform shopping. Sellers can explore integration partnerships. The development of AI price-tracking auto-order features presents automated sales opportunities.

5. Risk alerts and support: Shifts in user behavior may impact traditional keyword search, requiring adaptation to AI trends. Google's improved ad quality system reduces invalid traffic risk by cutting accidental clicks by 40%.

AI advances digital e-commerce, revealing commercial opportunities and production design insights for factories.

1. Commercial opportunities: The UCP protocol establishes unified agent standards covering the entire shopping journey, enabling cross-platform integration. Factories can explore producing compatible products. The expansion of direct offers into non-price dimensions like product bundles opens new sales channels.

2. Digital and e-commerce advancement: The growth in AI search volume and AI mode adoption signals a shift towards intelligent e-commerce, urging factories to accelerate digital transformation. The development of AI price-tracking auto-order features highlights the need for production designs that accommodate automation, such as smart inventory management.

3. Product production and design needs: AI-driven ad campaigns based on user intent provide insights for optimizing product designs to align with consumer trends. The UCP protocol's streamlined processes inspire the development of standardized products to enhance e-commerce compatibility.

Industry trends are shifting towards AI, with new technologies addressing client pain points and offering solutions.

1. Industry development trends: Search is becoming AI-driven, with over 5 trillion annual queries growing YoY. The shift to visual and AI search (e.g., Lens with 25B monthly searches) requires service providers to monitor the evolution of intelligent commerce.

2. New technology applications: The introduction of AI Overviews, AI mode, and the Gemini entry point enhances ad relevance. The open-source UCP protocol standardizes the entire shopping journey, enabling cross-platform execution and presenting technical integration opportunities.

3. Client pain points and solutions: Gemini's integration with ad quality systems reduces accidental clicks by 40%, addressing the pain point of irrelevant ads. AI-driven campaigns like AI Max match assets to user intent, offering efficient advertising service solutions.

Google is introducing new platform practices to meet commercial demands, offering insights for merchant acquisition and operational optimization.

1. Commercial demands and platform challenges: User behavior is shifting to visual and AI search, requiring intelligent ad integration. Platforms must address irrelevant ad issues; Gemini's 40% reduction in accidental clicks meets precision demands.

2. Latest platform practices: The AI mode pilot integrates search and shopping ads into content streams. Direct offers display promotions during high-intent moments to help merchants close sales, with future expansions planned. The UCP protocol supports cross-platform order placement.

3. Merchant acquisition and operations management: AI-driven ad campaigns like AI Max and Performance Max match creative assets to user intent, attracting advertiser participation. Gemini triples asset generation. Optimized ad quality systems enhance operational efficiency.

4. Trend adaptation: Adapt to AI trends through AI Overview and mode pilots to mitigate risks from traditional search decline. Monitor changes in user queries, such as increased length and commercial intent, to adjust platform strategies.

AI is driving new industry movements and business model innovations, offering policy and research implications.

1. New industry movements: AI is reshaping search, with the rise of Agentic commerce concepts like the UCP protocol, which standardizes agent interactions across the discovery-to-post-purchase journey, altering cross-platform shopping. User behavior is shifting to visual search, exceeding 25 billion monthly searches.

2. Emerging issues and policy implications: The shift from keyword-based to AI-driven search may impact traditional industries. AI ads like those via Gemini, with a 40% reduction in accidental clicks, raise regulatory considerations. The development of auto-order features requires regulatory guidance to ensure fairness.

3. Business model innovation: The open-source UCP protocol enables AI agents to execute shopping across systems, reducing integration complexity. The direct offers pilot facilitates transactions without price adjustments, inspiring hybrid pricing models. AI-driven ad campaigns based on intent advance personalized commerce.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】日前，在Google亚太区媒体圆桌上，Google全球广告副总裁Dan Taylor分享了Google在AI搜索、购物及AI广告方面的进展。

首先，AI带动了Google搜索量的上升。官方数据显示，Google每年处理的搜索量已经超过5万亿次，总体查询量持续保持同比增长。

此外，Google曾在搜索中上线AI概览（AI Overviews），通过AI生成信息快照及深度跳转链接辅助搜索。从2024年起，Google开始在AI概览的上方、下方以及内容区域投放广告，AI概览能够根据用户的搜索内容匹配广告，并能结合答案的上下文进行投放。Dan Taylor还表示，目前，Google在AI概览上的商业转化率与传统搜索的商业转化率大致相同。

不过，Dan Taylor也指出，用户已经开始摆脱过去的关键词搜索模式，开始更多转向视觉搜索、AI搜索等方式。比如，Google所推出的智能镜头（Google Lens），每月的搜索量已经超过250亿次，且每5次Lens搜索中就有1次带有商业意图。

介于聊天机器人和传统搜索引擎之间，Google也在搜索中推出了AI模式（AI Mode），用户对此的反馈相当积极：官方数据显示，用户查询的平均长度已达传统搜索的3倍，且商业类查询占比显著提升。从2025年5月起，Google就已经开始在美国市场试点将搜索与购物广告整合至AI模式回答的下方及内容流中。

今年年初，Google还面向美国市场，在AI模式中率先启动了“直接优惠（Direct Offers）”试点，会在高意向购物者准备购买的时刻显示优惠，帮助商家促成交易。通过“直接优惠”，企业可以向已准备好下单的购物者提供量身定制的优惠，在不影响常规售价的情况下促成交易。未来，Google还将把这一功能扩展到价格之外的维度，如会员福利、产品组合等。

除了在传统搜索框架里引入AI广告，Google也在AI入口Gemini内引入了广告，并持续推动智能体商业（Agentic commerce）方面的进展。

根据官方介绍，Gemini正不断提升广告相关性，以近乎每月一次的频率，持续利用Gemini改进对查询的理解。目前，通过将Gemini整合进Google的广告质量评估体系（Ad quality stack），无关广告的平均误触率显著下降了40%。

从Google自身来说，也在不断推出AI驱动广告系列，比如AI Max搜索广告系列（AI Max for Search）和效果最大化广告系列（Performance Max），基于营销人员所给出的素材，比如落地页、创意资产和目标，根据用户的真实意图来匹配广告。2025年，广告主创建的Gemini生成素材增加了3倍。

在AI购物方面，今年年初，Google公布了一个全新的通用商务协议（Universal Commerce Protocol，简称UCP），是一个面向智能体商务领域的开源智能体协议，覆盖了从商品发现、推荐、下单、支付，到订单管理及售后支持的全环节，建立了一套统一、通用的标准，使AI代理（例如Google Search的AI Mode或Gemini）能够跨平台、跨系统地执行完整的购物流程，而不需要针对每个系统做独立、繁琐的对接。目前，UCP已经支持美国消费者直接在搜索的AI模式和Gemini应用中下单购物。

此外，Google还在研发新的功能，比如，AI可以帮助消费者追踪商品价格，当价格达到消费者预算时，可以代替消费者自动下单等。

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