{"id":161258,"date":"2026-04-15T14:28:30","date_gmt":"2026-04-15T19:28:30","guid":{"rendered":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/"},"modified":"2026-04-15T14:28:39","modified_gmt":"2026-04-15T19:28:39","slug":"agentic-ai-is-coming-for-search-paid-media-is-next","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/","title":{"rendered":"Agentic AI is coming for search. Paid media is next.\u00a0"},"content":{"rendered":"\n<p>There\u2019s&nbsp;something happening in search&nbsp;that feels&nbsp;familiar. Like the early days of mobile, or when social platforms became discovery engines,&nbsp;we\u2019re&nbsp;watching a shift in how people find and interact with brands. But this time, the disruption runs deeper.&nbsp;It\u2019s&nbsp;not just where people&nbsp;search&nbsp;that\u2019s&nbsp;changing, but whether they search at all.&nbsp;<\/p>\n\n\n\n<p>Agentic AI&nbsp;represents&nbsp;the next phase of AI-driven discovery. It&nbsp;builds on&nbsp;AI Overviews and LLM-powered search experiences but goes further by collapsing the distance between intent and action. While much of the industry is focused on what this means for SEO, paid media is facing an equally significant transformation.&nbsp;<\/p>\n\n\n\n<p>This post explores what happens when the user journey compresses, what it means for paid media performance, and how marketers should adapt.&nbsp;<\/p>\n\n\n\n<p><strong>Key takeaways<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agentic AI is collapsing the user journey by moving from decision support to action.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Paid media will shift from driving clicks to influencing outcomes before and during AI decisions.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ad inventory will\u00a0consolidate\u00a0into high-attention platforms and AI-native environments.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Measurement will become less transparent, requiring a shift beyond ROAS to value-based KPIs.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>First-party data, content, and product feeds will\u00a0determine\u00a0visibility and selection in AI systems.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p><strong>What does a collapsed user journey actually look like?<\/strong>&nbsp;<\/p>\n\n\n\n<p>For decades, search followed a predictable pattern:&nbsp;<\/p>\n\n\n\n<p><strong>Human searches \u2192 Human clicks \u2192 Arrives on website \u2192 Human converts<\/strong>&nbsp;<\/p>\n\n\n\n<p>Today, that journey is already evolving into a hybrid model:&nbsp;<\/p>\n\n\n\n<p><strong>Human has intent \u2192 AI helps clarify that intent \u2192 AI helps inform a decision \u2192 Human clicks \u2192 Arrives on website \u2192 Human converts<\/strong>&nbsp;<\/p>\n\n\n\n<p>What comes next removes the click entirely:&nbsp;<\/p>\n\n\n\n<p><strong>Human has intent \u2192 AI helps clarify that intent \u2192 AI helps inform a decision \u2192 AI completes the action (no click&nbsp;required)<\/strong>&nbsp;<\/p>\n\n\n\n<p>Agentic AI&nbsp;doesn\u2019t&nbsp;just&nbsp;assist. It acts. That means booking,&nbsp;buying&nbsp;and completing tasks without ever sending users to a brand\u2019s website.&nbsp;<\/p>\n\n\n\n<p>For brands investing in&nbsp;<a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/search-optimisation\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEO<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/strategy\/content-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">content strategy<\/a>, this has already shifted the goal from ranking to being selected. For paid media, it challenges the mechanics of how we drive performance in the first place.&nbsp;<\/p>\n\n\n\n<p><strong>Will paid media disappear or evolve?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Paid media isn\u2019t going away, but it will look very different.&nbsp;The current model depends on a fragmented, multi-touch journey. Ads intercept attention across platforms and moments. As AI compresses that journey, there are fewer opportunities to interrupt.&nbsp;<\/p>\n\n\n\n<p>Instead, paid media will concentrate in two key moments:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Before intent exists, where brands shape awareness and preference\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inside the decision itself, where AI systems\u00a0determine\u00a0outcomes\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>This is why&nbsp;DAC\u2019s&nbsp;<a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/paid-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">media planning and buying approach<\/a>&nbsp;increasingly integrates AI testing and&nbsp;optimisation&nbsp;into every stage of the funnel.&nbsp;<\/p>\n\n\n\n<p><strong>How will&nbsp;ad&nbsp;inventory change in an AI-first landscape?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Ad inventory&nbsp;won\u2019t&nbsp;disappear, but it will&nbsp;consolidate. As browsing declines, so do impressions and clicks. Lower-intent placements will struggle to deliver value, while high-attention environments become more competitive.&nbsp;<\/p>\n\n\n\n<p>We expect three major shifts:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Premium platforms gain share:<\/strong>\u00a0Logged-in ecosystems like Meta, TikTok and YouTube offer deterministic data\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI interfaces become inventory:<\/strong>\u00a0Conversational environments introduce sponsored recommendations\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pricing models evolve:<\/strong>\u00a0Metrics like CPC may shift towards cost per action or AI-driven conversion\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>For marketers, this reinforces the importance of diversified investment across channels, something we address in our paid media services and cross-channel strategy work.&nbsp;<\/p>\n\n\n\n<p><strong>Why will measurement become more complex?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Measurement&nbsp;doesn\u2019t&nbsp;disappear, but it becomes harder to interpret. When AI intermediates the journey, influence happens in environments that brands&nbsp;can\u2019t&nbsp;fully track. That creates attribution gaps.&nbsp;<\/p>\n\n\n\n<p>The issue&nbsp;isn\u2019t&nbsp;declining performance. AI will&nbsp;likely improve&nbsp;efficiency by delivering more qualified users. The challenge is understanding what drove those outcomes.&nbsp;<\/p>\n\n\n\n<p>Marketers will need to rebalance KPIs, focusing more on:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conversion rate and outcome quality\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer lifetime value\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Incrementality and testing frameworks\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>This is where our&nbsp;<a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\">analytics and measurement solutions<\/a>&nbsp;help unify fragmented signals into clearer performance insights.&nbsp;<\/p>\n\n\n\n<p><strong>What replaces traditional retargeting?<\/strong>&nbsp;<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e03720c543d'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e03720c543d');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n\n\n\n<p>Retargeting depends on visibility. If AI completes the journey without a site visit, that visibility disappears. As a result, identity-based strategies take priority.&nbsp;<\/p>\n\n\n\n<p>Logged-in environments, CRM&nbsp;data&nbsp;and deterministic signals become more valuable. Retail media, first-party&nbsp;audiences&nbsp;and authenticated ecosystems offer continuity where cookies cannot.&nbsp;<\/p>\n\n\n\n<p>This aligns closely with DAC\u2019s approach to first-party data strategy and audience development, where brands build durable, privacy-forward targeting capabilities.&nbsp;<\/p>\n\n\n\n<p><strong>Where does awareness fit in an AI-driven journey?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Awareness becomes more important, not less. If AI is making decisions, it relies on signals like brand recognition,&nbsp;sentiment&nbsp;and trust. That means influencing preference earlier is critical.&nbsp;<\/p>\n\n\n\n<p>Rather than shifting heavily back to offline, we expect investment to move towards:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Connected TV and premium video\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Direct publisher partnerships\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cultural and contextual placements\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>These high-attention environments build the brand signals that AI systems later use in decision-making. Without them, brands risk being evaluated purely on price and availability.&nbsp;<\/p>\n\n\n\n<p><strong>How do influencers, UGC and video shape AI outcomes?<\/strong>&nbsp;<\/p>\n\n\n\n<p>These formats now serve two roles: they influence human audiences and train AI systems. LLMs ingest reviews,&nbsp;comments&nbsp;and transcripts to understand how products are described. That language directly&nbsp;impacts&nbsp;recommendations.&nbsp;<\/p>\n\n\n\n<p>For brands investing in content strategy and digital experience, this creates a new opportunity. Content is no longer&nbsp;just about engagement&nbsp;\u2014&nbsp;it\u2019s&nbsp;about shaping how AI understands your brand.&nbsp;<\/p>\n\n\n\n<p><strong>Why product data becomes your most important asset<\/strong>&nbsp;<\/p>\n\n\n\n<p>In an agentic environment, AI&nbsp;doesn\u2019t&nbsp;browse websites. It reads structured data. For retailers, this makes product feeds and technical infrastructure&nbsp;mission-critical. Key priorities include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Real-time pricing and availability\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Detailed product attributes\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Strong review signals\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Structured, machine-readable formats\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>This is where DAC\u2019s feed management and ecommerce&nbsp;optimisation&nbsp;capabilities help ensure your products are not just visible, but competitive in AI-driven environments.&nbsp;<\/p>\n\n\n\n<p><strong>What happens to paid search in AI?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Paid search&nbsp;doesn\u2019t&nbsp;disappear \u2014 it moves. AI interfaces will introduce ads directly into decision-making environments. These may take the form of sponsored recommendations, paid&nbsp;inclusions&nbsp;or auction-based placements.&nbsp;<\/p>\n\n\n\n<p>The shift&nbsp;isn\u2019t&nbsp;from paid to organic.&nbsp;It\u2019s&nbsp;from ads around content to ads inside the decision.&nbsp;That\u2019s&nbsp;why DAC continues to evolve its search marketing strategies to account for AI-native placements and emerging formats.&nbsp;<\/p>\n\n\n\n<p><strong>What marketers should do now<\/strong>&nbsp;<\/p>\n\n\n\n<p>The shift to agentic AI is already underway. The brands that adapt early will be better positioned to influence both human and AI-driven decisions. To stay competitive, marketers should focus on three priorities:&nbsp;<\/p>\n\n\n\n<p><strong>1. Invest in influence before intent<\/strong>&nbsp;<br>Build brand recognition in high-attention environments. Strong brand signals increase the likelihood of being selected by AI systems.&nbsp;<\/p>\n\n\n\n<p><strong>2. Strengthen data and identity foundations<\/strong>&nbsp;<br>Prioritise&nbsp;first-party data and CRM integration. These assets will replace declining third-party signals and enable more precise activation.&nbsp;<\/p>\n\n\n\n<p><strong>3.&nbsp;Optimise&nbsp;for AI visibility, not just clicks<\/strong>&nbsp;<br>Ensure content, product data and messaging are structured for AI interpretation.&nbsp;<\/p>\n\n\n\n<p>That\u2019s&nbsp;why DAC\u2019s media playbook continues to evolve, integrating paid media, SEO,&nbsp;content&nbsp;and data into a unified strategy built for AI-driven discovery.&nbsp;<\/p>\n\n\n\n<p>Agentic AI&nbsp;doesn\u2019t&nbsp;eliminate&nbsp;paid media. It redefines it. The focus shifts from buying attention to influencing outcomes. And in a world where decisions happen faster and with fewer touchpoints, being chosen is what matters most.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s&nbsp;something happening in search&nbsp;that feels&nbsp;familiar. Like the early days of mobile, or when social platforms became discovery engines,&nbsp;we\u2019re&nbsp;watching a shift in how people find and interact with brands. But this time, the disruption runs deeper.&nbsp;It\u2019s&nbsp;not just where people&nbsp;search&nbsp;that\u2019s&nbsp;changing, but whether they search at all.&nbsp; Agentic AI&nbsp;represents&nbsp;the next phase of AI-driven discovery. It&nbsp;builds on&nbsp;AI Overviews and [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":161235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":1,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-161258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Agentic AI is coming for search. Paid media is next.\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"Agentic AI is reshaping search and paid media. Learn how collapsing user journeys impact ad strategy, measurement and performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/agentic-ai-is-coming-for-search-paid-media-is-next\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agentic AI is coming for search. Paid media is next.\u00a0 | DAC\" \/>\n<meta property=\"og:description\" content=\"Agentic AI is reshaping search and paid media. 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