Source: Search Engine Journal
Google's own product ecosystem—AI Overviews, Discover feeds, and vertical search experiences—is cannibalizing traditional search query volume. The company is rebuilding its business model around discovery and engagement rather than keyword matching. The threat isn't external competitors like ChatGPT or Perplexity; Google is systematically dismantling its own search dominance because AI-powered answers and algorithmic discovery generate more advertising value per user interaction than traditional search results. Brands treating Google Search as a stable channel will chase a moving target. Those understanding Google's shift toward AI-mediated and feed-based discovery can align with where Google's investment is actually flowing.