Meta's research reveals Google search traffic in the US is declining ~20% YoY as consumers shift product discovery to social platforms powered by AI recommendations. The key insight for Thai SME/marketing professionals: customer journey now spans dual search modes (Google + social discovery), yet most brands still allocate resources to only one. Retailers must redesign product listings, content strategy, and ad spend to capture demand on Facebook/Instagram feeds—missing this shift means losing ready-to-buy customers migrating to social-first discovery.