Google’s Ads Decoded explores longer AI Mode queries, earlier discovery, and demand for human perspectives. Here’s what advertisers can consider for 2027.

People are asking longer questions in Google’s AI Mode and using Search to explore decisions earlier, according to the latest Ads Decoded episode.

The October 28 episode features Ginny Marvin, Google Ads Product Liaison, and Shivani Mohan, Search Vice President of Data Science and User Experience Research.

Their discussion covered how people use AI-powered Search and why human perspectives remain part of their research. Marvin also shared takeaways for advertisers developing their 2027 strategies.

In her LinkedIn post, Marvin outlined three takeaways on the modern search experience for advertisers looking at their 2027 strategies:

The official episode notes add that people are asking 3x longer questions, going back and forth on follow-ups, and searching with voice and images, giving them room to include personal nuance and work through complex decisions right as they search.

That gives advertisers more to consider than the initial search phrase. The questions people ask as they narrow their options can reveal concerns that a product description or general service page doesn’t answer.

The discussion also suggests that discovery and evaluation can happen within the same conversation. A person can begin by exploring a problem, then ask about options and tradeoffs as they learn more.

S. AI Mode report published in May 2026. The statistic compares average query length, but doesn’t show how differences in users or search tasks affect that comparison.

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