Consumers Are Asking AI Instead of Google. Marketers Are Playing Catch-Up

For marketers across FMCG, fashion, retail, and BFSI, the traditional search journey is being rewritten. Consumers are no longer limited to typing short keyword phrases into search engines. They are speaking, asking, and conversing with AI powered systems that respond in natural language. This evolution is pushing brands to rethink content, visibility, and engagement strategies in a market that is already mobile first and increasingly voice first.

India’s rapid adoption of voice search is central to this transformation. With affordable smartphones, widespread mobile internet, and a multilingual population, speaking to devices feels intuitive to many users. Industry estimates suggest that India is among the fastest growing markets for voice based interactions globally. Studies indicate that nearly 65 percent of Indian internet users have used voice search at least once, particularly in regional languages. For many first time internet users, voice is often easier than typing, especially when literacy or familiarity with English is limited.

This shift has direct implications for digital marketing. Voice queries tend to be longer, more conversational, and more intent driven than text searches. A consumer is more likely to ask a question such as which shampoo helps reduce hair fall rather than typing a brand name or generic keyword. This means marketers must move beyond keyword optimisation and focus on understanding consumer intent and context.

Retail and ecommerce platforms have already begun adapting. Flipkart introduced voice search in multiple Indian languages to help shoppers find products more easily. Fashion platforms have tested conversational interfaces that allow users to describe what they are looking for rather than navigating filters manually. In FMCG, brands are experimenting with conversational content such as recipes, usage tips, and problem solving guides that can be surfaced by voice assistants.

However, the complexity of India’s linguistic landscape presents challenges. Users often mix languages in a single query, blending English with Hindi or other regional languages. Understanding such queries requires advanced natural language processing that can interpret intent rather than literal phrasing. Udit Agarwal, Vice President of Marketing at Exotel, points out that while interest in voice based interactions is high, the technology still struggles with real world speech patterns. He notes that conversational AI must learn to handle slang, mixed languages, and cultural nuances if it is to scale meaningfully in India.

Despite these challenges, the stakes are rising. Voice assistants typically return a limited number of answers, sometimes just one. This makes visibility highly competitive. Brands that fail to structure content in a way that conversational systems can understand risk being excluded entirely from the discovery process. As a result, marketers are increasingly focusing on structured data, clear answers to common questions, and conversational formats that AI systems can easily parse.

Beyond voice search, conversational AI is also reshaping how brands interact with consumers across platforms. Chatbots have become a standard feature in BFSI, retail, and ecommerce. Industry data suggests that more than 80 percent of Indian financial institutions now use chatbots to handle customer interactions. These bots answer queries, guide users through applications, and recommend relevant products, often within familiar environments such as WhatsApp or mobile apps.

In retail and fashion, conversational commerce is gaining traction. Brands use chat interfaces to showcase products, recommend sizes or styles, and assist with order tracking. On WhatsApp, customers can browse catalogs, receive personalised offers, and complete purchases without leaving the chat. This seamless experience reduces friction and keeps the interaction informal and user driven.

Conversational AI also enables personalisation at scale. By remembering past interactions, bots can tailor responses based on preferences and behaviour. A returning customer might be greeted with recommendations aligned to previous purchases, while a new user might receive guided assistance. In BFSI, this approach helps simplify complex products. A chatbot can explain insurance plans or investment options step by step, adjusting responses based on the user’s questions.

The growth of conversational AI in India is reflected in market projections. The Indian conversational AI market, valued at roughly 500 million dollars in 2024, is expected to grow significantly over the next decade. This growth is driven not just by cost efficiencies, but by improved customer experience and wider reach into non metro markets.

While chatbots and voice assistants are changing engagement, perhaps the most disruptive development for marketers is the rise of AI generated overviews in search. Search engines are increasingly using generative AI to summarise answers directly on the results page. Instead of presenting a list of links, the system provides a consolidated response drawn from multiple sources.

This shift alters the traditional model of search visibility. Brands that once relied on ranking highly for keywords now face a scenario where consumers may never click through to a website. Instead, they receive an answer directly from the AI. For marketers, the challenge is no longer just ranking on page one, but being included in the AI’s answer.

Industry observers describe this as a move from search engine optimisation to answer optimisation. Brands must structure content in ways that AI systems recognise as authoritative and relevant. This includes clear explanations, factual accuracy, and alignment with user intent. It also places greater emphasis on brand credibility and consistency across platforms.

Data suggests that consumer behaviour is already shifting. Surveys indicate that more than half of urban Indian consumers have used AI powered tools such as chatbots or AI assistants to research products. Younger consumers, in particular, are comfortable asking conversational systems for recommendations, whether for skincare, clothing, or financial products.

This trend is prompting marketers to reassess content strategies. FAQ sections, how to guides, and conversational blog formats are gaining importance. Brands are also paying closer attention to how they appear in reviews, forums, and community discussions, as these sources often inform AI generated responses.

Shantanu Rooj, Founder of TeamLease EdTech, notes that demand for training in AI driven search and generative optimisation has increased sharply over the past year. According to him, digital marketers are recognising that traditional SEO skills must be complemented by an understanding of how AI systems interpret and surface information.

Measurement is another area undergoing change. As interactions shift from clicks to conversations, marketers are exploring new metrics. Engagement within chat interfaces, completion rates of conversational journeys, and conversion from AI assisted interactions are becoming important indicators of performance. Retailers track how chatbot conversations lead to purchases, while banks measure resolution rates and customer satisfaction following AI driven interactions.

Trust and transparency remain critical considerations. Consumers want to know when they are interacting with an AI system and how their data is being used. Research indicates that a majority of Indian consumers expect brands to be transparent about AI usage. In BFSI, where trust is especially important, companies are cautious to ensure that conversational systems provide accurate information and escalate complex queries to human agents when needed.

At the same time, there is growing awareness that conversational AI should assist rather than overwhelm. Overly aggressive messaging or hard selling within chat interfaces can quickly erode trust. Successful implementations focus on being helpful first, allowing the brand’s value to emerge naturally through problem solving and guidance.

Across FMCG, fashion, retail, and BFSI, conversational search and AI generated overviews are pushing marketers to adapt quickly. The shift is not just technological, but behavioural. Consumers expect interactions to be intuitive, personalised, and immediate. They are increasingly comfortable receiving recommendations from AI systems that feel conversational rather than transactional.

As search continues to evolve into dialogue, digital marketing in India is entering a new phase. Brands that understand this shift and invest in conversational readiness are more likely to remain visible and relevant. Those that cling to traditional discovery models risk being sidelined as AI mediated interactions become the norm.

The change is already underway. Search boxes are becoming chat windows, queries are turning into conversations, and AI systems are shaping what consumers see and hear. For Indian B2C marketers, the challenge now is not whether conversational search and AI overviews will influence digital marketing, but how effectively brands can participate in these conversations and be present when consumers ask their next question.