A few days ago, there was a fairly engaged debate on LinkedIn. They were discussing whether ChatGPT would eventually replace Google. SEO enthusiasts were bragging about figures (published by Rand Fishkin of SparkToro), showing that Google’s search usage in 2024 was 373 times greater than ChatGPT’s, and then concluding that Google would remain king for a long time… And you know what? Nobody should care about this. What you should care about is the future of Google search in the face of AI. Let’s explain.
Instead of asking ourselves useless questions like whether ChatGPT will kill Google, those of us who create content should be asking ourselves other questions.
The central issue is NOT whether Google will disappear with the AI revolution, but what it’s already doing to adapt and the ongoing backlash this is causing and will continue to cause. This is what we should be paying attention to: how the future of Google search will change.
The fusion of AI and search: how AI is changing internet search
The fusion of traditional search engines with generative AI is inevitable.
Perplexity is a good example, offering a more integrated experience where searching and generating answers coexist. You can try it any day.
I know Perplexity isn’t currently Google’s competitor, but it’s a window of natural evolution. Google knows this, and that’s why it’s accelerating the integration of Gemini, its AI tool, into its search engine, as can be seen in this video it recently published, where it’s clear it will be quite similar to Perplexity.
So the real question isn’t whether Google will remain king of search, but how AI is redefining the ENTIRE digital ecosystem… including search itself!
Content creators and publishers are slowly feeling the impact: with AI generating direct answers, many Google links are becoming unnecessary for informational searches that used to be the gateway to many sites—what was known as the Top of the Funnel. We’re referring to questions like:
- What is _____?
- How do you do it?
- Because_____?
These questions are being answered by AI, even within Google. Here’s a simple test.
Google can continue to show ads in these formats without any problems. So their business isn’t affected… but what about yours?
Zero-click searches and their impact on web traffic
It’s true that AI (be it Google or Perplexity) shows small links where the user can visit the sites where they are getting the information, but let’s be honest, if AI provides answers, what percentage of users will actually visit the sites?
This not only increases zero-click but also threatens business models based on organic traffic.
This is a seismic shift for the future of Google search.
Are transactional searches secure? I don’t know, Rick.
Transactional searches appear to be more secure? Let’s look at an example:
A person wants to know the difference between Botox and fillers. AI can answer that question immediately with short, direct answers (as we’ve seen), or in-depth (with the new deep search features already available on Google, Perplexity, and ChatGPT).
The “Deep Research” button will launch a broader search, exploring different sources of information. This could include scientific articles, expert opinions, medical forums, explanatory videos, and much more.
Once the person has all the information they need, transactional searches begin; that is, they’ll probably want to look at clinics to compare reviews, see prices, proximity, etc., and that search would be more traditional… on Google and reviewing the different brands page by page, right?
Today, yes. Tomorrow, we’re not so sure… Take a look at what happened a few days ago…
Alternatives to Google in the era of generative AI
Manus, a new class of AI agents
Last week, Manus was introduced an AI agent from a Chinese company that stands out for its ability to perform a vast number of complex tasks autonomously. Here you can see simple examples used for the presentation, as Manus is still in private beta, meaning it hasn’t been released to the public yet… although it is noted that it will be very soon and will be open source! This is a game-changer.
In the examples, there’s a task that asks you to compare real estate in New York based on multiple criteria. What’s impressive about this is that Manus accesses the sites, distills all the information, and delivers a complete report of the best options. In other words, the agent will make recommendations based on your needs. The future of Google searches won’t be site-by-site as we do today.
In addition, Manus learns from user interactions to deliver results that are increasingly tailored to their preferences and needs.
Do you think these agents aren’t a game-changer for transactional searches? Who would want to perform manual searches one by one when an agent can do all the work in minutes and in a structured manner?
Here, SEO for LLMs or IAs becomes central because it will be the only way these agents will see your site and be able to be part of their recommendations.
AI is changing the future of search on Google—and everywhere else!
AI isn’t just changing how we search for information, but also how often we need to do it. Why traditionally search Google, page by page, when an LLM (who can even be from Google) or an agent can give you direct and/or contextualized answers? This isn’t the distant future; it’s already starting to happen.
Other search engines with generative AI
Finally, have you seen what Alexa+ can do? It will be connected to your LLMs and agents. Are you going to keep going to your computer or phone to “search by location,” when you can ask your assistant at home, in the car, or at the office, directly at any time? Until now, it must be said, Alexa felt somewhat clumsy, but this is a quantum leap forward.
These changes are not only redefining searches, but also how we consume information. AI is not a passive complement or a competitor to search engines trying to kill Google. AI is a disruptive force that is redefining how we interact with information.
For all these reasons, wondering who will win the ChatGPT vs. Google battle isn’t what we should be thinking about. How will the future of searches on Google and other channels affect our brand? That’s what we should be concerned about!
Google is the king of search today, it’s true, but I wouldn’t bet that traditional search, the one we know today, will be the norm in a couple of years. The giant knows this… and it’s not sitting idly by.
Google knows the stories of Kodak and Blockbuster, who also seemed invincible at the time, with very similar figures and market dominance. The arrival of digital technology led them to collapse faster than many expected. Google, although it reigns supreme today, is not immune to disruption… it knows this… hence its urgency in recent weeks to integrate so many AI features.
So the real question is: brands, content creators, publishers… how much will we be affected by this enormous wave? How do we adapt so that AI recommends our content and brands? How do we continue to be seen by our users and potential markets? And, more importantly, how do we translate that visibility into profitability in an AI-powered world? That’s the real conversation!
