It’s no secret that ever since the early 2000’s, Google has been the go-to search engine for online users across the world, but with AI (Artificial Intelligence) taking centre stage recently, questions have been raised over the longevity of the popular browser.
From ChatGPT to Copilot, more people seem to be using these AI tools in replacement of Google and other search engines, raising concerns amongst search marketers, online businesses, and analysts alike of the impact AI could have on Google’s dominance in the search market.
However, according to new research carried out by SparkToro co-founder, Rand Fishkin, in collaboration with Datos (a Semrush company), these worries may not be well founded.
Instead of seeing a decline in search activity, Fishkin’s analysis found the opposite to be true. Their research suggests that Google Search actually grew by more than 20% in 2024, and received around 373X more searches than ChatGPT.
So, ChatGPT isn’t replacing Google?
Put simply, no, ChatGPT isn’t replacing Google anytime soon.
While ChatGPT and other AI search engines and chatbots may have won over some online users, there’s no evidence to support the belief that a significant number of searchers are waving goodbye to Google in favour of AI alternatives.
Some AI tools have even introduced real-time search features in an attempt to compete directly with traditional search engines like Google, but for now at least, the popular browser seems to have secured their spot as the fond favourite.
Crucially, ChatGPT and other AI applications are designed to be more of a complementary tool, instead of an out-and-out search engine replacement, which may contribute to users sticking with more traditional online search solutions.
Why is Google Search growing?
With some AI tools positioning themselves alongside the likes of Google, how exactly are they retaining their search dominance? Well, the success of Google’s Search growth may be down to embracing AI, rather than competing with it.
As reported by Search Engine Land, Alphabet/Google CEO Sundar Pichai identified one of the browser’s latest features, AI overviews, as one of the key factors driving this substantial increase in searches. Pichai said:
“Based on our testing, we are encouraged that we are seeing an increase in search usage among people who use the new AI overviews as well as increased user satisfaction with the results.”
By adapting their search experience to include these latest technological developments instead of fighting against them, Google has combined the best aspects of AI and traditional search for their users, limiting the threat from external AI applications.
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