Google has reflected on how its mainstream search, introduced 25 years ago, revolutionized the advertising landscape by shifting from interruption-based to intent-driven marketing — a transformation that continues to shape global and African commerce today.
In a statement marking the 25th anniversary of Google Search, the company highlighted how its innovation disrupted traditional advertising models that relied heavily on television, magazines, and radio, where businesses pushed messages to broad audiences with no guarantee of engagement.
According to the Director of Google West Africa, before mainstream search emerged, advertising largely depended on interruption , hoping that the right audience would notice an ad. However, with the arrival of search, consumers began actively seeking information and solutions, creating a new model driven by intent rather than intrusion.
“The introduction of mainstream search 25 years ago flipped the old model completely. Instead of businesses just pushing ads out, customers started searching for what they needed,” said the Google West Africa Director. “This shift from interruption to intent became a powerful equaliser for businesses, and its evolution continues to shape the trajectory of e-commerce in Africa.”
Reflecting on the milestone, he described the anniversary as a moment of stock-taking and foresight. “It’s not just about how far we’ve come, but about where the accelerating pace of technology is taking us next,” he said.
He noted that Google’s early innovation in intent-driven advertising was followed by the introduction of Cost-Per-Click (CPC) pricing, a model that made digital advertising more accountable by ensuring businesses paid only for actual engagement.
Looking ahead, Google believes the world is entering another major shift — this time powered by Artificial Intelligence (AI) and changing user behavior. The company predicts that search is evolving beyond text, with people now using their cameras and visual tools to explore and understand the world around them.
“We are moving beyond text. People are beginning to search visually, asking questions through images and using AI to interpret their surroundings. This new phase of curiosity is already here,” he said.
As Google marks a quarter century of transforming the way people connect with information and businesses reach customers, it says the next 25 years will be shaped by AI-driven discovery, personalization, and smarter intent-based engagement for users and enterprises alike.
