Google’s supremacy in the world of search engines could be challenged by the rise of artificial intelligence technologies that are redefining the rules of the game. While Google has dominated the online advertising sector for over a decade, new players are capitalizing on AI to attract a growing number of users and advertisers.
A transition to AI reshaping the online search landscape
Since March 2023, Google has integrated Gemini, a large language model focused on providing search results in natural language. The move is a response to advances in tools like OpenAI’s ChatGPT and Perplexity AI, which provide precise and fluid answers that users can understand directly.
According to eMarketer, Google’s share of the U.S. advertising market could fall below 50% as early as next year. This is the first time in more than a decade. This shift is largely due to the growing popularity of alternative search engines powered by AI.
The attraction of younger generations to alternative search engines
Younger internet users, often pioneers in the adoption of new technologies, are now favoring alternatives to Google. Mark Shmulik, an analyst at Bernstein Research, highlights this trend in a note addressed to investors: “Young people are conducting their searches via AI tools rather than using Google. »
This trend translates into impressive numbers for Perplexity AI, which handled 340 million queries in September alone. Large companies have shown significant interest in the platform, looking to advertise on it. This illustrates how these new players are changing the competitive landscape to Google’s detriment.
Google’s reactions and adaptations to the competition
Brendon Kraham, Google’s vice president of search ad commerce, is confident about Google’s strategy with Gemini. He says, “We are confident in our approach to monetizing our AI-powered experiences. We’ve navigated similar changes before.”
Despite its dominant position, Google is facing dynamic competitors. The Perplexity AI site aims to allow brands to trigger questions from users, which would offer a new channel for brand engagement. According to Dmitry Shevelenko, Perplexity’s head of sales, this feature gives advertisers more control over how their brand is presented.
Controversies and ethical issues surrounding new AI technologies
However, the rapid development of these new platforms is not without its challenges. Last June, Forbes accused Perplexity AI of sharing its content without proper attribution. These revelations highlight the ethical challenges inherent in the use and protection of digital content in the age of AI.
Perplexity AI, for its part, has apologized and announced a series of measures to ensure that its service scrupulously respects copyright and good practices for sharing information. A necessary debate as AI systems become essential on the web.
Faced with these rapid developments, the search engine ecosystem seems to be entering a new era where AI occupies a central place. While Google remains the reference search engine, it is undeniable that plurality and innovation in search technology are gradually redrawing the contours of the market.
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