How AI-Enhanced Searches Impact Google’s Dominance

How AI-Enhanced Searches Impact Google’s Dominance


Ever since ChatGPT’s launch on November 30, 2022, and its incorporation into Bing search on February 7, 2023, people have been curious about how this would impact Google’s position in web searches.

Google introduced Bard on a global scale on May 10 this year, after starting with an invitation-only phase on March 21.

Though it’s only been a few months since AI-enhanced searches became a thing, the initial excitement seems to have settled down a bit, as indicated by Google’s search volume over the past year until July 15, 2023, as shown in the chart below.

Microsoft made a move to stand out and gain more ground with Bing by being an early adopter.

Looking at the search engine market share chart below, which spans from January 2009 to June 2023, you’ll notice the slight dip in Google’s share and the corresponding uptick in Bing’s share in late 2022 and early 2023.

However, both have now returned to their usual trends. Even though Microsoft created a lot of buzz by integrating generative AI with search, Google remains the top search engine.

This perspective is further supported by the fact that Google’s overall ad revenue increased by 3% in the second quarter of 2023, as advertisers started investing again, following two quarters of year-over-year declines in ad revenue. Moreover, paid search revenue experienced even stronger growth at 4.8% in the most recent quarter.

Looking ahead, if you’re managing franchise development teams, it’s advisable to allocate your paid search advertising budget according to Google’s dominant position.

For those who rely on paid search for generating leads for franchises, Google should still receive the lion’s share of your budget and attention, despite the emergence of generative AI in the search space.

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