The AI Shift Is Impacting Google’s Search Market Dominance [Infographic]

AI's impact on discovery is set to disrupt traditional search marketing. 

Hollif Hollif
Feb 11, 2025 - 21:05
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The AI Shift Is Impacting Google’s Search Market Dominance [Infographic]

Amid the rise of ChatGPT, and conversational search more broadly, Google is losing ground as the key discovery platform on the web.

Well, by “losing ground”, I mean that its share of the search engine market dropped below 90% for the first time in a decade last year. So it’s still by far the dominant discovery tool, but the AI shift is having at least some impact on its core business.

As you can see in this new chart, created by the team at Visual Capitalist, while Google has lost ground slightly, Bing has increased, which is presumably due to Microsoft’s partnership with OpenAI, which has led to Bing’s integration of more AI elements (while ChatGPT also displays Bing results).

Indeed, back in 2023, after Microsoft announced the integration of ChatGPT results into its Bing search engine, Bing downloads increased tenfold as a result.

Long considered the “other” search engine, generative AI has made Bing more relevant, though Google is working to counter that with its own AI elements.

Which, presumably, will ensure that Google remains the leader in online discovery, but it is interesting to note this shift, and to consider what the AI shift means for discovery moving forward.

Check out the infographic overview below.

Google search dominance chart