Published on 2024-08-15 14:00
AI is redefining how we search, but is it really changing how people find information online or is the big shift still to come? As marketers, let’s consider these key trends:
1) AI Search: Current Impact Limited
Google still dominates with 25x more users than Facebook and 290x more than Perplexity, a small but growing AI search tool that’s trying to take on Google. Only 16.45% of traditional search users use AI platforms, just a 2% increase over the past year.
These figures from the Consumer Search Behavior report by Sonata Insights and Datos (link in comments) show AI search isn’t significantly disrupting the market today.
However, Google’s position is under scrutiny. A recent U.S. federal court ruling (link in comments) found Google violated antitrust law, adding uncertainty to the search market.
2) Potential for Future Disruption
Some believe the shift will happen sooner. Gartner projects a 25% decrease in traditional search volume by 2026. Insight Partners anticipates AI could reduce organic search traffic by 15-25%.
AI developments that could speed up adoption include:
OpenAI’s SearchGPT, which is currently in prototype rollout
AI voice chat capabilities—ChatGPT already has it, and Google recently announced its own with Gemini Live
Integration of AI into mainstream apps like Siri, Microsoft 365, Google Workspace, YouTube, Facebook, and Amazon
While these predictions and the growing preference for quick, ad-free answers suggest big changes ahead, the timeline remains uncertain.
The future of AI search isn’t just about how fast the tech evolves. Factors like regulation, shifting user habits, new business models, and building trust are equally important.
Preparing for these changes means focusing on user needs, diversifying content, and reaching customers beyond search engines. By doing this, we create value now and position ourselves better for whatever comes next.
For in-depth insights and how to optimize your brand for AI search results, refer to my latest newsletter: https://lnkd.in/ghFZswtZ
Your thoughts? How is your org preparing for these potential changes? What strategies are you considering?
#GoogleSearch #AISearch #Perplexity #SearchGPT #SocialSearch GrowthPath Partners
