AI challenges the dominance of Google search

AI-powered language models are challenging Google's search dominance as users turn to tools like ChatGPT for everyday questions and recommendations. LLMs have grown to capture nearly 6% of desktop search traffic, more than doubling in a year, as users prefer synthesized information over multiple links. While Google maintains its search queries continue to grow and has introduced AI features, Apple reported Google searches on its devices declined for the first time in over 20 years. Companies are now adapting marketing strategies to account for how LLMs prioritize official websites and established media.