The integration of AI- based technologies is shaping the future of search in Brazil. Tools like ChatGPT and Gemini are gaining popularity, especially for quick and specific queries. However, 95% of respondents still prefer to check AI-generated results from more reliable sources, such as Google.
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Another relevant point is that 66% of respondents believe that the arrival of these tools is transforming the way people perform searches. Despite this, the use of AI is still associated with challenges, such as the need for greater trust and transparency in the information provided.
Companies that want to stand out in this scenario must adopt an approach that combines the efficiency of AI with the quality and reliability of the content produced. This includes investing in Experience, Expertise, Authority, Trustworthiness (EEAT) strategies to build authority and meet audience expectations.
Changes in devices and search preferences
The survey revealed a significant increase in mobile device usage for searches, with 96% of respondents using smartphones or tablets in the past 12 months. This preference reflects the need for businesses to instagram data optimize their websites and content to ensure a fast and responsive experience.
Furthermore, voice search, while still in its early stages of growth, presents significant opportunities. Around 13% of mobile users and 5% of desktop users already use this technology, highlighting the importance of optimizing content for voice queries.
Another highlight is the increase in the use of image searches, with 26% of respondents using this form of research to compare prices or obtain information about products. Companies that invest in optimized images and detailed descriptions can increase their visibility and conversion.
Strategies for an evolving search landscape
Data from the State of Search Brazil 5 reinforces the need for adaptable digital marketing strategies . Although Google maintains its dominance, the diversification of Brazilian search behavior requires companies to be present in multiple channels.
Some practical recommendations include:
Well-structured SEO : ensuring that your content is optimized to appear in the top positions on Google , using relevant keywords and approaches such as Information Gain;
take advantage of social media : platforms such as Instagram and YouTube can be used to create engagement campaigns and content that attract consumers at different points in the purchasing journey;
adopt AI strategically : integrate AI technologies to personalize the user experience, while maintaining a focus on transparency and reliability of the content generated;
Optimize for mobile devices : With most searches being conducted on smartphones, it is essential to ensure that websites and content are prepared to offer efficient and responsive navigation.
Therefore, monitoring Google search trends and adjusting digital marketing strategies is not only a necessity, but a competitive advantage in a market that changes very quickly.