Beyond the Hype: The Real ROI of Generative AI in the Future of Search

Artificial intelligence isn’t just transforming how we market, it’s redefining how people discover, decide, and act online. In our latest webinar, “Beyond the Hype: The Real ROI of Generative AI in the Future of Search,”  Udayan Bose, Founder and CEO of NetElixir, joined Professor Jim Samuel, Executive Director of Informatics Programs at Rutgers University and co-founder of AIXosphere, to explore how generative AI is reshaping the search landscape and what it means for marketers.

This webinar, inspired by a joint research paper by Bose and Samuel, explored the real economic impact of AI on search, advertising, and ROI in today’s rapidly changing digital ecosystem.

From Typing to Talking: The Rise of Conversational Search

Over the past three years, search has evolved from a static, keyword-driven process into a dynamic, conversational experience.

“The first synthesized response from a chatbot defines the remainder of your path. If three of us were to ask the same question, each of us would likely receive a different answer. That first response sets the direction of the conversation because it’s shaped by context and personalization. It’s never exactly the same for any two users.,” explained Bose. This shift means every exchange builds on personalization, intent, and context.

That evolution is already gaining traction. In the last 12 months alone, conversational queries have grown to represent nearly 10% of all searches, with most coming from users seeking information rather than transactional outcomes.

When AI Becomes the Trusted Voice

This growing trust in conversational AI is fueling rapid adoption. ChatGPT’s monthly active users climbed from 330 million to over 800 million in just seven months, and our projections suggest that by the end of 2026, one-third of all searches may take place within chatbot environments.

Fewer Clicks, Higher Costs: The New Search Reality

While conversational AI creates convenience for users, it also presents new challenges for brands. A Pew Research Center study found that when AI summaries appear in Google search results, click-through rates decline, meaning fewer users visit external websites.

At the same time, Google’s cost per click has risen by 53% over the past three years. Advertisers are now facing a paradox: paying more for fewer clicks.

The key question for performance marketers is clear: Can Google Ads still deliver ROI in a world dominated by AI-driven summaries and chat interfaces?

Turning AI Investment into Real Impact

Despite the promise of AI, MIT research shows that 95% of AI pilots fail,often because organizations try to bolt new technologies onto outdated systems or strategies.

Bose emphasized the importance of experimentation: “I’ll make a strong statement. I believe most AI initiatives are bound to fail because we’re trying to force something new onto an existing way of doing things and expecting it to succeed. To truly make AI work, we first need to question the underlying model itself and focus much more on experimentation.”

Samuel added from his research experience, “It’s like a sword hanging over AI implementations. We are getting better. Companies are learning to guard and monitor the outputs presented to stakeholders, but all said and done, there’s still an element of unpredictability that reminds us how far we have to go”

The takeaway? AI works best when humans define the problem, structure the process, and guide experimentation with purpose.

The Future Belongs to Experimenters

Professor Samuel noted that the next era of marketing will belong to CMOs who can turn experiments into revenue. Too often, he said, organizations focus on the latest algorithmic breakthrough rather than its economic impact.

While AI brings efficiency and innovation, it also introduces risk. Measuring ROI requires balancing both. Companies succeeding with AI today are those that use it to accelerate problem discovery, save time, and optimize decision-making, not just automate it.

Watch the Full Discussion On Demand

The future of search is conversational, and the brands that thrive will be those that combine AI precision with human insight.

Watch the full webinar on demand to hear deeper insights on the data, frameworks, and strategies shaping the next era of digital marketing.