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582    "description": "With AI changing how consumers search for products, Google India’s Pushkar Gupte outlines why relevant content and strong product information remain central to visibility",
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584    "articleBody": "&amp;quot;As AI increasingly becomes part of how consumers search, discover and evaluate products, brands are facing a shift in the traditional path to discovery. Search queries are becoming more conversational, consumers are packing multiple considerations into a single prompt, and AI-led interfaces are increasingly expected to provide an answer rather than simply a list of links. For consumer packaged goods (CPG) brands, this changes how digital discoverability needs to be approached. The challenge is no longer only about ranking for a set of keywords, but about ensuring that brand-owned digital properties contain relevant, useful and comprehensive information that can address increasingly complex consumer questions. Pushkar Gupte, Head of Industry, CPG, Google India, notes that the evolution of search is changing the way consumers frame their queries, with conversational prompts replacing shorter, keyword-led searches. “What we&amp;amp;#x27;ve seen is that how people search has changed with AI mode and AI platforms coming in. What used to be potentially just two or three-word phrases earlier are now very conversational in nature. And hence, even when you&amp;amp;#x27;re trying to look for something, you will have multiple parameters that you will put into your search query. So there is a lot of complexity which is involved there.” While the format of search is changing, Gupte points out that the fundamental principle behind search optimisation remains the same: brands need to provide information that directly addresses what consumers are looking for. “Our SEO principles remain firm, and essentially the main principle of answering what the consumer is searching for remains paramount. Therefore, as long as your websites or pages, have the right kind of information to answer the question which the consumer is coming in with, you should be good because the AI model eventually is going to try and answer the question which the customer is coming in with, and that is going to be very conversational in nature.” This al
584so means that brands may need to rethink how they structure content across their digital properties. Instead of creating content around isolated keywords, the focus could increasingly move towards addressing multiple questions and considerations within a single consumer journey. Gupte explains that AI-led queries can combine several questions or parameters into one conversational prompt, making comprehensive content increasingly important. “You&amp;amp;#x27;ll suddenly have a huge paragraph with two or three questions nested in it. So, getting the right kind of content on your properties which can help answer these questions is the right way forward.” Beyond text, visual information is emerging as another component of AI-led discovery. For CPG brands, this places greater importance on the quality and relevance of product imagery, pack shots and other visual assets available across their digital properties. “The more visual you make your information, it&amp;amp;#x27;ll work because with AI mode, people are also looking for a few visual answers. So if you have the right kind of images for your products, for your packs, for your campaigns, it&amp;amp;#x27;ll again help because all of this information comes into the way AI mode might answer.” For brands with commerce-led journeys, Gupte also highlights the role of product feeds in helping AI-powered shopping experiences interpret and surface relevant products. “If you have your merchant website, you should have the right kind of feeds which go into these products for shopping, for example, because all of this then informs the AI mode to answer it much better and surface the right kind of products.” The changes point to a broader shift in digital discovery, where brands need to think beyond traditional keyword optimisation and consider how their entire digital presence can support an AI-generated answer. Product information, visual assets and commerce feeds can all become part of the information ecosystem that informs discovery. For Gupte, however, the underlying principle remains relatively simple despite the growing complexity of search. “It&amp;amp;#x27;s a very exciting time now with consumers asking those kinds of questions and their expectations changing drastically. But that one principle of answering what the question is remains true. As long as you do that, you should be in a good place.”&amp;quot;"
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615.desktop-nav .header .main-menu li:hover>input[type='checkbox'] + .main-menu-dropdown-list.more_10{display:grid;}.mega-menu .main-menu input[type='checkbox']:checked + .main-menu-dropdown-list-sidebar{display:block;}.desktop-nav .header .main-menu .first-submenu .dropdown-item-s{width:96%;}.header .main-menu .dropdown-item-s{display:inline-flex;width:100%;justify-content:space-between;align-items:center;position:relative;}.desktop-nav .header .main-menu .dropdown-item-s{padding:0px 7px;}.desktop-nav .main-menu{display:flex;align-items:center;position:relative;justify-content:center;}.mobile-nav .header .main-menu .main-menu-dropdown-list{position:static;border:none;}.mobile-nav .header .main-menu .main-menu-dropdown-list li{position:relative;border:none;margin:10px 4px;}.mobile-nav .second-submenu{padding-left:3rem;}.mobile-nav .header .main-menu .main-menu-dropdown-list{list-style:none;margin:0;display:flex;flex-direction:column;max-width:100%;width:100%;}.mobile-nav .header .main-menu .main-menu-dropdown-list a{border-radius:0px;background-color:inherit;}.desktop-nav .header .page-links{display:none;}.mobile-nav .main-menu{padding:}.mobile-nav .new-header .main-menu .main-menu-dropdown a{font-size:16px;font-weight:700;text-transform:uppercase;z-index:12;}.main-menu .main-menu-dropdown li{list-style:none;}.desktop-nav .main-menu .new-menu .dropdown-item-s.first-drop a{font-size:15px;font-weight:700;text-transform:uppercase;}.new-header .main-menu .main-menu-dropdown .first-submenu a{font-size:15px;font-weight:700;}.desktop-nav .new-header .main-menu .main-menu-dropdown .first-submenu .dropdown-item-s>.navbar_name{padding:10px 30px;}.mobile-nav .new-header .main-menu .main-menu-dropdown .first-submenu a{padding:10px 2px;text-transform:capitalize;font-size:14px;font-weight:600;}.new-header .main-menu .main-menu-dropdown .first-submenu .second-submenu a{font-size:14px;font-weight:400;padding:7px 15px 7px 0px;}.mobile-nav .new-header .main-menu .main-menu-dropdown .first-submenu .second-submenu a{padding:10px 15px 10px 0px;width:fit-content;}.mobile-nav .main-menu .first-submenu a{font-size:15px;font-weight:600;}.mobile-nav .main-menu .first-submenu .dropdown-item-s .main-menu-dropdown-icon{transform:rotate(90deg);}.header .main-menu .second-submenu{padding:revert;}.main-menu .second-submenu li{list-style:disc;}.mobile-nav .main-menu .second-submenu{padding-left:17px;}.sidebar-multi-level nav{padding:0px 16px;padding-top:2rem;}.sidebar-multi-level .main-menu-dropdown{padding:10px 0px;}.header .main-menu .main-menu-dropdown-list.second-submenu.left{left:auto;right:100%;}
615ul .first-submenu li:hover{color:#000000;}.desktop-nav ul .first-submenu li:hover{background-color:#F3F3F5;}ul .first-submenu li a:hover{color:#000000;}.desktop-nav .header .main-menu .main-menu-dropdown-list .second-submenu{background:#F3F3F5}.mobile-nav .page-links li{color:#000000;list-style:disc;}.mobile-nav ul.page-links{padding-left:2.6rem;}.sidebar-multi-level .navbar_name{border-radius:0px;}.old-nav .desktop-nav .main-menu.not-nested{justify-content:flex-start;padding-left:0px;}:root{--main-div-margin:19px auto;--article-share-top-hieght:calc(130px );--live-blog-article-share-top-hieght:calc(180px );--main-div-padding:calc(126px );}.uni-padding{margin:0 auto;}.brand-name{position:absolute;left:50%;transform:translateX(-50%);}.brand-name>img{}.lang-and-search{position:absolute;right:1rem;display:flex;align-items:center;}.lang-and-search.non_amp{right:2rem;}.nav-a-pad{padding:10px 15px;}.hover_bottom:hover::after{opacity:1;color:black;}.active_link_navbar::after{opacity:1;background:#000000;}.active_link_navbar{color:#000000;font-weight:600;}.ads-top{width:728px;height:180px;margin:19px auto;margin-top:60px;margin-bottom:100px;}.ads-top img{width:728px;height:180px;}.ads-main{width:728px;height:180px;margin:75px auto;}.ads-main img{width:728px;height:180px;}.main{max-width:1300px;display:grid;grid-template-columns:1fr 1fr;margin:var( --main-div-margin);justify-content:center;gap:13px;}.title_link{color:var(--p-txt-1-color);}.desc_link{color:var(--p-border-color);}.clickable,.clickable:hover{text-decoration:none;}.page{font-style:normal;}#right-col{width:330px;min-height:300px;height:fit-content;position:sticky;}#left-col{width:985px;height:fit-content;}.category-link{font-size:14px;font-weight:700;line-height:26px;margin-right:auto;text-decoration:none;}.small-post{font-weight:600;font-size:16px;line-height:24px;}.post-cover{width:298.34px;position:relative;}.p-cover{width:298.34px;object-position:0 0;}.post-title{word-break:break-word;word-wrap:break-word;display:-webkit-box;-webkit-line-clamp:2;-webkit-box-orient:vertical;overflow:hidden;color:var(--p-txt-1-color);font-size:16px;font-weight:600;font-size:16px;line-height:normal;margin-top:9px;padding-top:3px;margin-bottom:10px;min-height:2.5rem;}.category{font-weight:800;font-size:26px;line-height:38px;color:var(--p-txt-1-color)}.stick-wo-bottom{position:fixed;margin-left:900px !important;}.ads{width:300px;height:250px;}.ads img{width:300px;height:250px;}.suscribe-text{font-style:normal;font-weight:800;font-size:20px;line-height:38px;margin-bottom:5px;}.emailbar{width:300px;position:relative;}.input-em{margin:10px 0px;width:296px;height:35px;background:#FFFFFF;border:1px solid #CFCFCF;border-radius:10px;box-sizing:border-box;outline:none;margin:0;padding:0 5px;}.jeg_search_button{background-color:transparent;}.l-title{margin-top:8px;width:300px;margin-bottom:30px;font-style:normal;color:#000000;font-weight:600;font-size:16px;line-height:20px;position:relative;}.line{content:"";margin-left:14px;display:block;width:137px !important;height:2px;background:#000000;}.line-title{display:contents;}.category-title{display:inline-flex;align-items:center;}.latest-news{margin-bottom:30px;display:flex;object-fit:cover;}.stick-after{position:fixed;bottom:0;margin-left:900px !important;}.l-cover img{width:134px;object-position:0 0;}.l-cover{width:134px;position:relative;}.description{width:300px;color:var(--p-txt-color);}.desc{margin-left:12px;font-style:normal;font-weight:600;font-size:14px;line-height:18px;width:175px;word-wrap:break-word;color:var(--p-txt-1-color);display:-webkit-box;-webkit-line-clamp:4;-webkit-box-orient:vertical;height:4.5rem;overflow:hidden;padding-top:3px;}.desc p{width:164px;}.more{border-top:1px solid grey;border-bottom:1px solid grey;padding:17px 45px;width:300px;margin:35px 0px;}.morestory{text-decoration:none;font-style:normal;font-weight:500;font-size:18px;line-height:23px;}.ads-sec img{width:300px;height:600px;}.ads-sec{width:300px;height:600px;}.latest a{text-decoration:none;color:var(--p-txt-1-color);}.sub-btn{position:absolute;top:44px;border-radius:5px;right:6px;z-index:2;border:none;height:34px;width:90px;cursor:pointer;color:white;transform:translateX(2px);}.subscribe{padding-bottom:20px;}.size{max-width:985px;margin-right:0px;margin-left:0px;gap:20px;margin-top:15px;}.six_tile{width:312px!important;padding-left:0px;padding-right:0px;}
615.navigation{display:flex;align-items:center;text-align:center;border-radius:5px;border:1px solid #ddd;border-right:none;}.paginate{padding:0.7rem 0.75rem;border-right:1px solid #ddd;font-size:.875rem;}.page_hov:hover{background-color:#eceeef;color:#000000;}.page_active{background-color:#eceeef;color:#000000;}.video-icon{top:calc(58% - 44px);left:50%;transform:translate(-50%,-50%);position:absolute;width:71.393px;height:71.393px;z-index:1;}.small-video-icon{position:absolute;top:calc(70% - 30px);left:50%;transform:translate(-50%,-50%);height:50.393px;width:50.393px;z-index:1;}.latest-video-icon{position:absolute;top:50%;position:absolute;left:50%;transform:translate(-50%,-50%);height:35.393px;width:35.393px;z-index:1;}.card-author{display:flex;background-color:var(--p-card-author-color);margin-bottom:20px;border-radius:0.25rem;background-clip:border-box;}.author-img{}.author-card-img{width:170px;height:150px;margin:15px 0px 15px 20px;object-fit:cover;object-position:50% 50%;}.card-body-author{width:100%;padding:15px 20px;}.author-card-title{width:100%;min-height:43px;font-weight:700;font-size:30px;line-height:38px;margin:0;}.author-card-data{width:100%;margin-top:7px;}.author-card-text{width:100%;font-weight:400;font-size:16px;line-height:26px;word-wrap:break-word;color:var(--p-txt-color);}.author-sharelink{display:flex;align-items:center;width:130px;height:60px;}.fixed-container{position:relative;width:540px;height:405px;}amp-img.cover img{object-fit:cover;object-position:0 0;}.web-story-img amp-img.cover img{object-fit:cover;object-position:50% 0;}.rec-article-title{color:var(--p-txt-1-color);margin:5px auto 0px auto;word-wrap:break-word;width:92%;height:6rem;display:-webkit-box;-webkit-line-clamp:4;overflow:hidden;-webkit-box-orient:vertical;}.rec-article-tile{height:100%;box-shadow:0 0 10px rgba(var(--black-rgb),0.2);background-color:var(--p-rec-color);}.main-menu-dropdown{padding:0px;}.brand-img{height:62px;}.links{padding:5px 0px;}.powered_by{width:40%;}#dynamic_category{width:99%;background-color:black;box-sizing:border-box;position:relative;display:flex;justify-content:center;align-items:center;margin:1rem 0;margin-top:20px;}.web-story_collection{color:white;width:1200px;height:90%;padding:2rem;padding-bottom:2rem;}.web-story--title{font-size:1.5em;color:white;font-weight:bolder;padding-bottom:1rem;padding-left:3px;}.web-story-list{display:grid;grid-template-columns:repeat(4,1fr);height:75%;gap:10px;}.web-story-item{height:395px;position:relative;display:flex;justify-content:flex-end;padding:1rem;overflow:hidden;flex-direction:column;}.web-story_collection .web-story-item{margin:0px 3px;}.web-story-item:hover{box-shadow:0 0 10px rgba(var(--black-rgb),0.2);}.web-story-img{position:absolute;top:0;left:0;height:100%;width:100%;}.web-story-img img{height:100%;width:100%;aspect-ratio:9/16;object-position:50% 0;object-fit:cover;}#web-story-title{z-index:2;}#web-story-title p{color:white}.web-story-item div p{font-weight:600;font-size:16px;margin:0;display:-webkit-box;-webkit-line-clamp:2;-webkit-box-orient:vertical;z-index:2;word-wrap:break-word;overflow:hidden;}.web-story-category-link{font-size:14px;color:white;z-index:3;align-self:flex-start;margin-bottom:0.6rem;margin-left:10px;padding-bottom:0px;display:-webkit-box;-webkit-line-clamp:1;-webkit-box-orient:vertical;overflow:hidden;}.web-story-category-link:hover{color:white;}.web-story-link{background-color:transparent;position:absolute;top:0;left:0;height:100%;width:100%;z-index:2;}#web-story-icon{position:absolute;top:10px;left:10px;height:2rem;max-width:10rem;padding:2px;z-index:3;display:flex;justify-content:center;align-items:center;background:rgba(0,0,0,0.67);border-radius:11px;padding:8px;}#web-story-icon div{height:1.2rem;width:1.2rem;}.web-story-shadow{z-index:1;width:100%;box-shadow:37px 57px 500px 129px black;}.dynamic_category-content{margin-top:1rem;max-width:1200px;}.category--title{color:white;font-size:1.5rem;font-weight:bolder;padding-bottom:1rem;}.category--body{display:flex;background-color:white;padding:0.5rem;}.sub-category{display:flex;justify-content:center;align-items:center;gap:5px;height:100%;width:100%;}.sub-category--half{width:70%;height:100%;}.sub-category--item{width:270px;height:250px;position:relative;background-color:#FFFFFF;box-shadow:0 0 10px rgba(var(--black-rgb),0.2);}.sub-category--item div{width:100%;}.sub-category--item p{font-size:16px;font-weight:600;height:32%;word-wrap:break-word;display:-webkit-box;-webkit-line-clamp:4;line-height:1.25rem;overflow:hidden;-webkit-box-orient:vertical;margin:10px 6px 0px 6px;}.sub-category svg{position:absolute;top:1rem;right:1rem;height:2rem;width:2rem;background-color:white;border-radius:50%;}.divide{height:50%;}.divide div{height:70%;}.divide p{-webkit-line-clamp:2;font-size:13px;font-weight:500;}.half-right{display:flex;justify-content:center;flex-direction:column;gap:0;width:40%;}
615.category-body{display:flex;justify-content:center;align-items:center;gap:1rem;height:75%;overflow-x:auto;}.web-story-item-reroute{position:absolute;top:0;left:0;width:100%;height:100%;z-index:3;}.web-story-listing{margin:1rem 0;}.web-story-listing .web-story-list{display:grid;grid-template-columns:repeat(5,1fr);gap:1rem;}.web-story-listing .web-story-list .web-story-item{height:320px;aspect-ratio:9/16;}.web-story-listing .web-story-list .web-story-item #web-story-tile-icon img{position:absolute;top:10px;right:10px;height:2rem;width:2rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;}.web-story-listing #web-story-title p{color:white;}.featured-icon{color:white;position:absolute;top:20px;right:20px;height:2.5rem;width:2.5rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;justify-content:center;align-items:center;}.featured-icon div{height:1.2rem;width:1.2rem;}.featured-icon-img{height:100% !important;width:100% !important;}.featured-icon svg{fill:white}.featured-icon.right-side-logo img{width:1.3rem;height:1.3rem;}.featured-icon.right-side-logo img.gallery-logo{margin-bottom:10px;}#gallery-logo{height:1.2rem !important;width:1.2rem !important;}.display-flex{display:flex;}.right-side-logo{top:50%;left:50%;transform:translate(-50%,-50%);height:2rem;width:2rem;}.publive-dynamic-container{text-align:center;display:var(--ad_display);flex-direction:column;color:#777;background-color:#F5F5F5;row-gap:10px;font-size:14px;line-height:16px;margin-right:auto;margin-left:auto;position:relative;}.publive-dynamic-container-article{text-align:center;display:var(--ad_display);flex-direction:column;margin-bottom:10px;color:#777;background-color:#F5F5F5;row-gap:10px;font-size:14px;line-height:16px;margin-bottom:10px;padding-top:10px;padding-bottom:15px;margin-top:10px;margin-bottom:15px;margin-left:auto;margin-right:auto;}.top-ad-height{height:90px}.ad-top-mar{margin-top:25px;}.in-between-ads-height{height:600px}.right_bottom_ads{height:600px}.right_top_ads{height:250px;margin-bottom:4rem;}.publive-dynamic-container .publive-slot-span{margin-bottom:10px;display:none;}@keyframes pulse{from{opacity:1;transform:scale(1);}to{opacity:.25;transform:scale(.75);}}.spinner-box{width:300px;display:flex;justify-content:center;align-items:center;background-color:transparent;margin:15px auto;}.pulse-container{width:120px;display:flex;justify-content:space-between;align-items:center;margin:0px auto;}.pulse-bubble{width:20px;height:20px;border-radius:50%;background-color:#d9d9d9;}.pulse-bubble-1{animation:pulse .4s ease 0s infinite alternate;}.pulse-bubble-2{animation:pulse .4s ease .2s infinite alternate;}.pulse-bubble-3{animation:pulse .4s ease .4s infinite alternate;}.display-flex{display:flex;}#post-type-logo{color:white;position:absolute;top:10px;right:10px;height:2rem;width:2rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;display:flex;justify-content:center;align-items:center;}#post-type-logo div{height:1.2rem;width:1.2rem;}#post-type-logo img{width:100%;height:100%;}#post-type-logo svg{fill:white}.article-icon{color:white;position:absolute;top:10px;right:10px;height:2rem;width:2rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;justify-content:center;align-items:center;}.article-icon div{height:1.2rem;width:1.2rem;}.article-icon svg{fill:white}.recommended-icon{color:white;position:absolute;top:10px;right:10px;height:2rem;width:2rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;justify-content:center;align-items:center;}.recommended-icon div{height:1.2rem;width:1.2rem;}.recommended-icon img{width:100%;height:100%;}.recommended-icon svg{fill:white}.category-post-type-logo{color:white;position:absolute;top:10px;right:10px;height:2rem;width:2rem;background-color:rgba(138,138,138,0.5);border-radius:50%;padding:2px;z-index:3;justify-content:center;align-items:center;}.category-post-type-logo div{height:1.2rem;width:1.2rem;}.category-post-type-logo img{width:100%;height:100%;}.category-post-type-logo svg{fill:white}#gallery-link{position:absolute;;top:0;left:0;width:100%;height:100%;z-index:3;}#powered_by_publive{display:flex;gap:10px;width:100%;align-items:center;}.desktop-webstory-item{height:300px;}.desktop-webstory-item div p{height:3rem;overflow:hidden;}.desktop-webstory-item .web-story-category-link{font-size:12px;}.category-section{padding:2rem 0rem;}.margin-lr-auto{margin-left:auto;margin-right:auto;}.ticker_container{position:relative;}
615@-webkit-keyframes ticker{0%{-webkit-transform:translate3d(0,0,0);transform:translate3d(0,0,0);visibility:visible;}100%{-webkit-transform:translate3d(-100%,0,0);transform:translate3d(-100%,0,0);}}@keyframes ticker{0%{-webkit-transform:translate3d(0,0,0);transform:translate3d(0,0,0);visibility:visible;}100%{-webkit-transform:translate3d(-100%,0,0);transform:translate3d(-100%,0,0);}}.ticker-wrap{width:100%;overflow:hidden;height:2.5rem;background-color:black;padding-left:100%;box-sizing:content-box;position:relative;}.ticker{display:inline-block;height:2.5rem;line-height:2.5rem;white-space:nowrap;padding-right:100%;box-sizing:content-box;-webkit-animation-iteration-count:infinite;animation-iteration-count:infinite;-webkit-animation-timing-function:linear;animation-timing-function:linear;-webkit-animation-name:ticker;animation-name:ticker;-webkit-animation-duration:30s;animation-duration:30s;}.ticker-wrap .ticker__item{display:inline-block;padding:0 2rem;font-size:16px;color:white;}.breaking_heading{position:absolute;left:0;background:red;z-index:2;height:2.5rem;background-color:#000000;display:inline-block;}.breaking_heading label{text-align:center;width:12rem;padding:5px;font-size:20px;text-transform:capitalize;font-weight:500;}.breaking_heading::after{position:absolute;right:-40px;content:"";border-bottom:40px solid transparent;border-left:20px solid #000000;border-top:0px solid #000000;border-right:20px solid transparent;}.subscribe_notification_head{font-style:normal;font-weight:600;font-size:40px;line-height:50px;color:#000000;}.float_subs .float{position:fixed;bottom:30px;right:20px;display:inline-block;box-sizing:border-box;height:60px;width:175px;background:#000000;padding:0px 5px;border-radius:999em;text-decoration:none;color:#FFFFFF;font-size:16px;vertical-align:bottom;white-space:nowrap;border:3px solid #000000;letter-spacing:2px;transition:.15s background-color,.15s border-color,.15s color,.15s fill;font-weight:500;line-height:3.4;text-align:center;}.float:hover{color:#FFFFFF;}.navbar_subs .float{width:123px;height:32px;display:inline-flex;background:#000000;color:#FFFFFF;text-align:center;border-radius:4px;align-items:center;justify-content:center;font-weight:600;font-size:12px;line-height:16px;margin:0px 10px;}.subscribe-parent-div{display:flex;justify-content:space-evenly;margin:0px 40px;width:100% !important;flex-direction:column;}.theme_color{background-color:#1a1a1a;color:#ffffff;}.card-body-author .svg_bg{fill:var(--p-sec-bg--color);}.post-detail-card{color:var(--p-txt-1-color)}.newsletter_msg{color:var(--p-txt-1-color);}.right-captcha{transform:scale(0.77);transform-origin:0 0;width:250px;}.right-captcha iframe[src^="https://www.google.com/recaptcha/"]{width:340px;height:90px;}.subscribe-div-body{margin:20px 0px;}.side_nav_active{color:#000000!important;font-weight:600!important;}.sidenav{height:100%;width:379px;position:fixed;z-index:1;top:0;left:0;background-color:#fff;overflow-y:auto;transition:0.5s;transform:translateX(-100%);z-index:150;box-shadow:0 0 3px 0 rgba(0,0,0,0.12),0 2px 3px 0 rgba(0,0,0,0.22);}.sidenav .side_a{text-decoration:none;font-size:14px;color:var(--p-nav-txt-color);display:block;font-weight:400;margin:30px auto 30px 44px;width:fit-content;text-transform:uppercase;}.sidenav .hover_bottom::after{width:130%;}.side_nav_active::after{opacity:1;background:#000000;}.sidenav .side_btn{text-decoration:none;font-size:18px;color:#000;display:block;transition:0.3s;background-color:transparent;width:auto;text-align:start;padding:20px 34px;}.sidenav a:hover{color:#000000;font-weight:600;}.sidenav .closebtn{position:absolute;top:0;right:25px;font-size:36px;margin-left:50px;}@media screen and (max-height:450px){.sidenav{padding-top:15px;}.sidenav a{font-size:18px;}.sidenav button{font-size:18px;}}.sb-btn{margin-left:3rem;background:#000000;fill:#FFFFFF;padding:6px 8px;border-radius:4px;}#sidebar-cross{transform:rotate(0deg);transition:0.7s;margin-bottom:1000px;}.pad>*{padding-left:0px;padding-right:0px;}.sidenav{display:flex;flex-direction:column;}.sidenav .item_top{flex:1;}.sidenav .lang-comp{padding:30px 30px 30px 44px;border-bottom:rgba(225,225,225,1) solid 1px;}.sidenav .lang-comp .lang-dropdown{top:auto!important;min-width:100%;border:none;border-radius:0px;padding-bottom:15px;}.sidenav .lang-btn{border-color:#000000;color:#000000;width:170px;}.sidenav .lang-btn:active{border-color:#000000;color:#000000;}.sidenav .lang-btn:focus{box-shadow:none;}.sidenav .lang-comp .lang-dropdown li{padding-top:15px;padding-left:15px;}.sidenav .lang-comp .lang-dropdown li a{color:var(--p-nav-txt-color)!important;font-weight:400;}.sidenav .lang-comp .lang-dropdown li a:hover{color:#000000!important;font-weight:600;}.sidenav .item_bottom{padding:30px 30px 30px 44px;border-top:rgba(225,225,225,1) solid 1px;}.dropdown_menu{display:none;font-weight:400;margin:0px -15px;padding:0px 15px!important;background-color:rgb(255,255,255);list-style:none;}.menu_bar{padding:0px;}.menu_li{list-style:none;}.close_button{height:36px;}.page_title{text-transform:capitalize;}.menu_bar-dropdown-icon{float:right;margin-right:20px;margin-left:10px;}.dropdown_list{border-bottom:1px solid rgba(255,255,255,.15);;width:108%;}.dropdown_list a{color:var(--p-txt-1-color) font-size:15px;}.drop_close{transform:translateY(-100%);transition:all 1s ease-in-out;pointer-events:none;opacity:0;}.drop_open{transform:translateY(0%);transition:all 1s ease-in-out;pointer-events:auto;opacity:1;}.btn-footer{border-radius:12px;display:block;background-color:#000000;color:#FFFFFF;text-align:center;text-transform:capitalize;}.btn-footer:hover{color:#FFFFFF;}.subscribe-btn{width:480px;height:42px;padding:10px;}.donate-btn{width:151px;height:39px;padding:8px;}.app-btn{width:151px;height:60px;padding:8px;}.brand-footer-img{height:67px}.subscribe_button .text{font-weight:600;font-size:18px;line-height:27px;text-transform:capitalize;}.foot-icon-btn{color:black;}.app_download_img{width:150px;}footer p{font-weight:500;font-size:14px;line-height:21px;text-transform:capitalize;}.latest_stories_footer p{text-transform:none;-webkit-line-clamp:3;}.stories_collection{width:280px;}.footer_color_text{color:#383838}.footer_sub_title{font-weight:600;font-size:18px;line-height:27px;color:#1A1A1A;}.copy_right_text{font-weight:500;font-size:14px;line-height:21px;}#social_links i{font-size:20px;}.quick_items{display:-webkit-box;-webkit-line-clamp:1;-webkit-box-orient:vertical;max-width:180px;overflow:hidden;margin-bottom:1rem;}footer .footer-anchor:hover{color:#000000;}.search_left{position:absolute;
615left:6rem;}.amp-dropdown{padding:25px 0px;}.video_ad_style{right:10px;position:fixed;bottom:102px;z-index:3;}::-webkit-scrollbar{width:5px;height:5px;borer-radius:50px;}::-webkit-scrollbar-thumb{background:#cecece;}::-webkit-scrollbar-thumb:hover{background:#cecece;}::-moz-scrollbar{width:10px;height:10px;}::-moz-scrollbar-thumb{background:#cecece;}::-moz-scrollbar-thumb:hover{background:#cecece;}.navbar_subs{margin-right:3rem;}.navbar_subs .float{margin:0px;}.center-t4{justify-content:center;}.category_tag{position:absolute;bottom:10px;background-color:#000000;left:10px;padding:0px 10px;border-radius:5px;color:#FFFFFF;font-size:11px;font-weight:500;max-height:23px;height:23px;display:inline-flex;align-items:center;}.no_banner .category_tag{position:static;}.svg_fill{width:32px;height:32px;}.l-stories{min-height:310px;min-width:320px;margin-bottom:20px;}.ad_close_btn{position:absolute;right:5px;top:5px;z-index:9999999;background-color:#c1c1c1;border-radius:5px;}.ad_close_btn img{width:8px;}.subscribe-div-body-right-side{display:flex;align-items:center;box-shadow:0 0 10px rgba(0,0,0,0.08);margin:20px 0px;padding:10px;max-width:330px;border-radius:4.02567px;}.subscribe-div-body{display:flex;align-items:center;box-shadow:0px 0px 8px rgba(0,0,0,0.08);border-radius:10px;margin-right:10px;padding:10px;max-width:99%;}.subscribe_div{background-color:white;justify-content:space-evenly;flex-direction:column;}.nav_search_form{background-color:var(--p-s-form-bg-color);border-radius:4px;margin:0px 10px;}.nav_search_form input{background-color:var(--p-s-form-bg-color);border:none;width:186px;height:32px;font-size:12px;font-weight:400;border-radius:4px;}.nav_search_form input:focus{outline:none;}.sidebar-slots{position:sticky;top:138px;margin:20px 10px;}.right-sidebar-slots{margin-right:auto;}.left-sidebar-slots{margin-left:auto;}.dhaa-sign a{color:#000000;}.span-hr-tag{width:100%;height:1px;background:#a0a0a0;}.ahaa-p a{color:#000000;}.dhaa-sign a{color:#000000;}.back-link{margin-right:auto !important;margin-left:10px !important;display:inline-flex;align-items:center;}.back-link span{margin-left:5px;}.social-icon-link svg{height:31px;width:31px;}.social-link-wrap{flex-wrap:wrap;row-gap:8px;}.social-footer-link svg{width:18px;height:18px;}.live-blog-icon{max-width:39px;height:13px;justify-content:center;align-items:center;gap:3.574px;flex-shrink:0;border-radius:2.502px;background:#DA0E0E;position:absolute;top:10px;right:10px;padding:11px 4px 10px 4px;z-index:1;}.live-blog-icon span{color:#FFF;font-size:14px;font-style:normal;font-weight:700;line-height:normal;}.aspect-ratio{aspect-ratio:16/9;}.user-account-logo-logged img{width:2.2rem;height:2.2rem;border-radius:50%;}@media only screen and (min-width:1080px) and (max-width:1380px){body{zoom:0.8;}}@media only screen and (max-width:1080px){#right-col{display:none;}.main{grid-template-columns:none;}.footer-class .v1-footer-section{max-width:100%;}.main{width:100%;}header .custom_navbar nav .container{max-width:100%;}}@media only screen and (max-width:950px){#right-col{display:none;}body{zoom:0.8;}}@media only screen and (max-width:829px){body{zoom:0.7;}}@media only screen and (min-width:1080px) and (max-width:1380px){.publive-dynamic-container{zoom:1.25}#article-content-section .publive-dynamic-container{transform:scale(0.9);}}@media only screen and (max-width:1080px){.publive-dynamic-container{zoom:1}}@media only screen and (max-width:950px){.publive-dynamic-container{zoom:1.25}}@media only screen and (max-width:829px){.publive-dynamic-container{zoom:1.45}#article-content-section .publive-dynamic-container{transform:scale(0.7);}}.sticky_add{height:60px;padding-top:5px;padding-bottom:5px;width:100%;position:fixed;bottom:0px;z-index:10000;margin:auto;}.pub-platform-signin-modal{z-index:10000;}.main.custom-content-main{display:flex;}.publive-dynamic-container.top-ad-height.ad-top-mar,.publive-dynamic-container.article-page-ads.ad-top-mar,.publive-dynamic-container.other-top-ads-style.ad-top-mar{background-color:transparent !important;}.publive-dynamic-container.top-ad-height.ad-top-mar img,.publive-dynamic-container.article-page-ads.ad-top-mar img,.publive-dynamic-container.other-top-ads-style.ad-top-mar img{width:100% !important;max-width:100% !important;display:flex;justify-content:center;align-items:center;overflow:hidden;}.publive-dynamic-container.top-ad-height.ad-top-mar img,.publive-dynamic-container.article-page-ads.ad-top-mar img,.publive-dynamic-container.other-top-ads-style.ad-top-mar img{width:100% !important;height:auto !important;object-fit:cover;display:block;border-radius:0;}@media (min-width:1350px){.publive-dynamic-container.top-ad-height.ad-top-mar,.publive-dynamic-container.article-page-ads.ad-top-mar,.publive-dynamic-container.other-top-ads-style.ad-top-mar{width:1350px !important;}}.article .article-data{font-size:16px}.article .article-data h1{font-size:2em}.article .article-data h2{font-size:1.5em}.article .article-data h3{font-size:1.17em}.article .article-data h4{font-size:1em}.article .article-data h5{font-size:.83em}.article .article-data h6{font-size:.75em}.article .article-data .ratings{width:100%;display:flex;justify-content:space-evenly;column-gap:20px;background-color:#F3F3F3;padding:10px;margin-bottom:20px}.article .article-data .ratings ul{list-style:none;display:flex;flex-direction:column}.article .article-data .ratings .pros-cons,.article .article-data .ratings .quality-ratings,.article .article-data .ratings .cost-ratings{width:100%}.article .article-data .ratings 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747<!-- End Google Tag Manager (noscript) --></div><div class="uni-padding"><div class="main"><article class=" "><div id="left-col"><div class="article_main_div article_scroll_post_festive-marketing-camppushkar-gupte-on-winning-discovery-as-ai-changes-how-consumers-search-12535716" data-page-url="/festive-marketing-camp/pushkar-gupte-on-winning-discovery-as-ai-changes-how-consumers-search-12535716" data-heading-title="Google India’s Pushkar Gupte on winning discovery as AI changes how consumers search" data-page-title="Google India’s Pushkar Gupte on winning discovery as AI changes how consumers search" data-page-primary-category="festive-marketing-camp" data-page-author="siddhesh" data-page-post-id="11940980" data-page-publisher-id="1387" data-page-lang-code="en" data-page-publisher-domain="www.socialsamosa.com" data-page-article-type="Article"><div class="article_div "><div class="d-flex"><div class="links tags-category primary_font"><a href="/festive-marketing-camp" class="category-link category_festive-marketing-camp_text_color " aria-label="Festive Marketing Camp" target="_blank">
748                                Festive Marketing Camp
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750                                Latest Stories
751                            </a></div></div><div class="article-box ck-content"><section class="article-title primary_font"><h1 class="title_link primary_font">Google India’s Pushkar Gupte on winning discovery as AI changes how consumers search
752                        </h1></section><section class="article-summary secondary_font"><h2 class="secondary_font">With AI changing how consumers search for products, Google India’s Pushkar Gupte outlines why relevant content and strong product information remain central to visibility.
753                            </h2></section><section id="article-content-section"><div id="article_details" class="article-detail secondary_font"><div class="author-detail secondary_font"><div class="author-data"><div class="author-img"><img src=" /static/images/svg%20icons/user-avatar.svg" alt="author-image"></div><div class="author"><a href="/author/siddhesh">Siddhesh Shirsat</a><div class="article-stats"><div><svg width="10" height="11" class="calendar_logo" viewbox="0 0 10 11" fill="none"><path fill-rule="evenodd" clip-rule="evenodd" d="M2.77778 1.1H7.22222V0H8.33333V1.1H8.88889C9.18357 1.1 9.46619 1.21589 9.67456 1.42218C9.88294 1.62847 10 1.90826 10 2.2V9.9C10 10.1917 9.88294 10.4715 9.67456 10.6778C9.46619 10.8841 9.18357 11 8.88889 11H1.11111C0.816426 11 0.533811 10.8841 0.325437 10.6778C0.117063 10.4715 0 10.1917 0 9.9V2.2C0 1.90826 0.117063 1.62847 0.325437 1.42218C0.533811 1.21589 0.816426 1.1 1.11111 1.1H1.66667V0H2.77778V1.1ZM1.11111 3.3V9.9H8.88889V3.3H1.11111ZM2.22222 4.95H3.33333V6.05H2.22222V4.95ZM4.44444 4.95H5.55556V6.05H4.44444V4.95ZM6.66667 4.95H7.77778V6.05H6.66667V4.95ZM6.66667 7.15H7.77778V8.25H6.66667V7.15ZM4.44444 7.15H5.55556V8.25H4.44444V7.15ZM2.22222 7.15H3.33333V8.25H2.22222V7.15Z" fill="#AAA7A7"></path></svg><time class="date">
754                                                    01 Oct 2026 
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758                            cropped hide-full-content
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760                            " data-access-required="false" data-article-id="11940980" data-legacy-url="/festive-marketing-camp/pushkar-gupte-on-winning-discovery-as-ai-changes-how-consumers-search-12535716"><div id="post-container"><p dir="ltr"><span>As AI increasingly becomes part of how consumers search, discover and evaluate products, brands are facing a shift in the traditional path to discovery. Search queries are becoming more conversational, consumers are packing multiple considerations into a single prompt, and AI-led interfaces are increasingly expected to provide an answer rather than simply a list of links.</span><b></b></p><p dir="ltr"><span>For consumer packaged goods (CPG) brands, this changes how digital discoverability needs to be approached. The challenge is no longer only about ranking for a set of keywords, but about ensuring that brand-owned digital properties contain relevant, useful and comprehensive information that can address increasingly complex consumer questions.</span><b></b></p><p dir="ltr"><span><a href="https://www.linkedin.com/in/pushkar-gupte-9440366/" target="_blank">Pushkar Gupte</a>, Head of Industry, CPG, Google India, notes that the evolution of search is changing the way consumers frame their queries, with conversational prompts replacing shorter, keyword-led searches.</span><b></b></p><p dir="ltr"><span>&ldquo;What we've seen is that how people search has changed with AI mode and AI platforms coming in. What used to be potentially just two or three-word phrases earlier are now very conversational in nature. And hence, even when you're trying to look for something, you will have multiple parameters that you will put into your search query. So there is a lot of complexity which is involved there.&rdquo;</span><b></b></p><p dir="ltr"><span>While the format of search is changing, Gupte points out that the fundamental principle behind search optimisation remains the same: brands need to provide information that directly addresses what consumers are looking for.</span><b></b></p><p dir="ltr"><span>&ldquo;Our SEO principles remain firm, and essentially the main principle of answering what the consumer is searching for remains paramount. Therefore, as long as your websites or pages, have the right kind of information to answer the question which the consumer is coming in with, you should be good because the AI model eventually is going to try and answer the question which the customer is coming in with, and that is going to be very conversational in nature.&rdquo;</span><b></b></p><p dir="ltr"><span>This also means that brands may need to rethink how they structure content across their digital properties. Instead of creating content around isolated keywords, the focus could increasingly move towards addressing multiple questions and considerations within a single consumer journey.</span><b></b></p><p dir="ltr"><span>Gupte explains that AI-led queries can combine several questions or parameters into one conversational prompt, making comprehensive content increasingly important.</span><b></b></p><p dir="ltr"><span>&ldquo;You'll suddenly have a huge paragraph with two or three questions nested in it. So, getting the right kind of content on your properties which can help answer these questions is the right way forward.&rdquo;</span><b></b></p><p dir="ltr"><span>Beyond text, visual information is emerging as another component of AI-led discovery. For CPG brands, this places greater importance on the quality and relevance of product imagery, pack shots and other visual assets available across their digital properties.</span><b></b></p><p dir="ltr"><span>&ldquo;The more visual you make your information, it'll work because with AI mode, people are also looking for a few visual answers. So if you have the right kind of images for your products, for your packs, for your campaigns, it'll again help because all of this information comes into the way AI mode might answer.&rdquo;</span><b></b></p><p dir="ltr"><span>For brands with commerce-led journeys, Gupte also highlights the role of product feeds in helping AI-powered shopping experiences interpret and surface relevant products.</span><b></b></p><p dir="ltr"><span>&ldquo;If you have your merchant website, you should have the right kind of feeds which go into these products for shopping, for example, because all of this then informs the AI mode to answer it much better and surface the right kind of products.&rdquo;</span><b></b></p><p dir="ltr"><span>The changes point to a broader shift in digital discovery, where brands need to think beyond traditional keyword optimisation and consider how their entire digital presence can support an AI-generated answer. Product information, visual assets and commerce feeds can all become part of the information ecosystem that informs discovery.</span><b></b></p><p dir="ltr"><span>For Gupte, however, the underlying principle remains relatively simple despite the growing complexity of search.</span><b></b></p><p dir="ltr"><span>&ldquo;It's a very exciting time now with consumers asking those kinds of questions and their expectations changing drastically. But that one principle of answering what the question is remains true. As long as you do that, you should be in a good place.&rdquo;</span></p></div></div>
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903        post_container.classList.remove('hide-full-content');
904        const read_more_btn = document.getElementById('read-more-btn-wrapper-'+id);
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907<script id="article-js" src="/static/js/legacy_v2_js/article_V2.js" type="text/javascript" is_mobile_device="False" share_icon="/static/images/share.png" primary_category="festive-marketing-camp" enable_infinte_article="True" allow_login_wall="" web_story_logo="/static/images/svg%20icons/web-story-icon.svg" gallery_logo="/static/images/svg%20icons/Gallery-2.svg" hide_full_content="false" allow_reader_login="False" enable_native_legacy_ui="0" article_type="Article" article_legacy_url="/festive-marketing-camp/pushkar-gupte-on-winning-discovery-as-ai-changes-how-consumers-search-12535716" post_id="11940980" publisher_actual_domain="https://www.socialsamosa.com" post_access_type="Public" gallery_slide_url_config="" access_wall_version="1.0"></script>
907<link rel="preload" href="https://publive.s3.ap-south-1.amazonaws.com/analytics/min_non_amp_component_views.js" as="script">
907<script async src="https://publive.s3.ap-south-1.amazonaws.com/analytics/min_non_amp_component_views.js" id="non-amp-component-js" type="text/javascript" componentconfig="" analyticsendpoint="https://analytics.thepublive.com"></script>
907<script>
908    related_articles("festive-marketing-camp")
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921<script src="/static/js/footer_js/common_footer.js" type="text/javascript" id="footer_js" link_color="#000000" ios_img="/static/images/ios_download.png" and_img="/static/images/android_download.png" disable_async_comp_homepage="1"></script>
921<script>
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vendor: 91 bytes, line 923
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923<script>
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950    
951      } catch (err) {
952        console.error('Error rendering captcha:', err);
953      }
954    }
955    
956    document.addEventListener('DOMContentLoaded', () => {
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Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.