AI Search Is Rising Fast — But Google Still Rules the Game
The arrival of generative AI has sparked a wave of excitement — and disruption — in the world of search. Tools like ChatGPT have exploded in popularity, giving users new ways to explore information, create content, and ask complex questions. At the same time, Google has been rolling out its own AI-powered experiences, such as AI Overviews and AI Mode, weaving artificial intelligence directly into its core search product.
It’s easy to assume we’re on the brink of a revolution where traditional search engines are replaced entirely by AI. The reality, however, is more nuanced. While AI adoption is growing at pace, Google remains the starting point for the vast majority of online discovery.
AI Search: Growth Without Replacement
Generative AI tools have quickly become mainstream. Their ability to provide conversational, context-rich answers makes them appealing for everything from research to creativity. But user behaviour reveals an important truth: AI isn’t replacing search — it’s supplementing it.
Most people who experiment with AI search tools continue to rely heavily on Google. They may ask ChatGPT to summarise a topic or brainstorm ideas, but when it comes to verifying information, exploring options, or making purchase decisions, they turn back to the search engine they’ve trusted for years.
This overlap demonstrates that AI search sits alongside traditional search rather than displacing it.
Why Google Still Dominates
Despite the hype around AI, Google continues to hold an extraordinary advantage. Here’s why:
1. Habit and Brand Trust
For billions of people, “Googling” is a reflex. That deep, habitual trust isn’t built overnight — and it means Google retains loyalty even when alternatives exist.
2. Scale and Reach
Google processes billions of queries every day. Its infrastructure, index size, and integration across devices make it far more embedded in daily life than standalone AI tools.
3. Freshness of Information
AI models often rely on static training data, updated intermittently. Google, by contrast, indexes the live web, surfacing the most up-to-date results in real time.
4. Ecosystem Lock-In
From Gmail to Maps to YouTube, Google is more than a search engine — it’s a suite of interconnected tools. This ecosystem draws people back and reinforces its dominance.
What AI Is Actually Changing
If AI isn’t replacing Google, what is it doing? Quite simply: expanding the search landscape.
New Discovery Channels: Users are exploring questions in AI tools that they might not have asked a traditional search engine.
Changing Expectations: People are getting used to conversational, context-rich answers. That sets the bar higher for all search platforms.
Experimentation with Workflows: Marketers, researchers, and consumers are mixing Google and AI tools together — moving between them depending on the task.
The key takeaway: AI is reshaping how people interact with information, but it’s not closing the door on traditional search.
Implications for Digital Marketers
So what does this mean for businesses, brands, and SEO professionals?
1. Google Remains the Core Traffic Driver
The overwhelming majority of search-driven traffic still comes from Google. For most businesses, this means organic search optimisation is still the number one priority.
2. AI Is a Channel Worth Testing
Even though volumes are smaller, AI platforms are growing rapidly. The early movers experimenting with content visibility in these environments will learn faster and capture mindshare before competitors.
3. Data Will Get Messier
AI responses often synthesise information rather than linking directly. That means referral traffic will be harder to track and attribute. Marketers will need to develop new measurement frameworks to understand AI-driven discovery.
4. Content Needs to Serve Both Worlds
Traditional SEO rewards depth, authority, and clarity. AI platforms favour structured, multi-angle content that can be summarised. Winning brands will create assets that work for both.
5. Agility Is Essential
The speed of change is unprecedented. Strategies must be flexible, experimental, and willing to pivot. What works today may shift tomorrow.
Rethinking Content Strategy
To thrive in this hybrid environment, marketers need to adapt their content approach:
Comprehensive Coverage: Address multiple facets of a topic within a single page, anticipating user questions before they ask them.
Structured Content: Use clear headings, FAQs, and well-organised layouts so AI tools can easily parse and summarise.
Multimodal Formats: Think beyond text — integrate visuals, video, and audio-friendly content to align with evolving search modes.
Conversational Style: Anticipate how users phrase follow-up questions and reflect that natural language in your content.
This isn’t just about optimising for Google or ChatGPT individually — it’s about creating content that thrives wherever users choose to search.
The Future of Search: A Dual Model
The emerging future of search looks less like a battle and more like a partnership. Google remains the heavyweight, but AI tools add a new layer of discovery and exploration.
We’re likely to see:
AI Integrated Into Search Engines – Google is already embedding AI into its results, while Bing and others continue to innovate.
Fragmentation of Discovery – People will use a mix of platforms — Google, AI tools, and even social channels — depending on context.
Shifting User Behaviour – As expectations evolve, conversational, personalised results will become the norm.
For marketers, this means one thing: don’t put all your eggs in one basket.
Practical Steps for Marketers
If you want to prepare your brand for the future of search, here’s where to start:
Audit Your Search Presence
Understand how your content performs in Google today — and where opportunities exist to serve deeper, more exploratory needs.Experiment with AI Tools
Test how your brand appears in AI-generated responses. Where do you show up? What type of content is referenced?Invest in Quality Content
Thin content won’t cut it in an AI-first world. Depth, authority, and clarity are essential.Educate Your Teams
SEO, content, and performance marketing teams should understand both traditional and AI-driven search models.Stay Curious
Search is evolving rapidly. Keep learning, testing, and iterating to ensure your strategies don’t fall behind.
Final Thought
AI search is no longer experimental — it’s here, it’s growing, and it’s reshaping user behaviour. But the narrative that Google is being “killed” by AI doesn’t hold up.
Instead, we’re entering a dual world:
Google remains the primary gateway to discovery.
AI expands the ways people search, learn, and explore.
For digital marketers, the opportunity is clear. Build strategies that harness the scale of Google while embracing the innovation of AI. Those who adapt early will not only survive the shift — they’ll thrive in it.
