TL;DR:
Google processes over 5 trillion searches annually, but AI search tools like ChatGPT and Perplexity are rapidly gaining traction. While AI platforms are improving in areas like product research and in-depth analysis, they still struggle with accuracy, often fabricating sources. Google’s dominance in search remains, but the rise of AI introduces new opportunities and challenges for marketers. In this article, we explore the evolving landscape of Google vs AI search, how it’s changing user behaviour, and what it means for the future of digital marketing.
For the first time in nine years, Google has revealed a key metric: it now processes over 5 trillion searches per year. That’s more than double the 2 trillion searches it reported in 2016. On the surface, this sounds like great news for digital marketers and SEO professionals—the demand for information is still booming.
But there’s a shift happening under the surface. A recent survey by Vox Media and The Verge Insights revealed:
42% of users think Google is becoming less useful.
66% feel the quality of search results is declining.
A growing number of younger users—61% of Gen Z and 53% of Millennials—prefer AI-powered tools like ChatGPT, Perplexity, and Claude over traditional search engines.
Curious how this shapes the battle of Google vs AI search? Read on to explore who’s really winning—and what it means for marketers.
The Rise of Generative AI in Search
Tools like ChatGPT, Perplexity AI, and Claude are redefining how users access and consume information. Instead of scanning multiple links, people now expect direct, conversational answers tailored to their queries. These platforms excel in summarising complex topics, generating creative ideas, and offering contextual advice—things traditional search engines aren’t built for.
To give perspective, OpenAI’s ChatGPT now boasts over 400 million weekly active users, processing more than 1 billion queries daily as of early 2025. Perplexity AI, while smaller, has grown to 15 million monthly users, handling approximately 425 million questions over a 30-day period.
While these are impressive figures for relatively new platforms, they still represent only a fraction of Google’s 5 trillion annual searches—equating to about 13.7 billion searches per day.
This contrast highlights that while AI search is trending, Google remains the dominant gateway to information.
What is the difference between Google Search and AI search?
Google Search indexes and ranks web pages based on algorithms, showing a list of links to explore. In contrast, AI search uses large language models to synthesise answers from a variety of sources, offering instant responses rather than directing users elsewhere.
Google’s Countermove: AI-Powered Upgrades
To stay relevant, Google is integrating more AI into its ecosystem:
AI Overviews (powered by Gemini 2.0) provide snapshot summaries at the top of search results.
AI Mode for premium users gives enhanced contextual search experiences.
Structured data and featured snippets keep users within Google’s platform longer.
Yet despite these advancements, Google’s core model still relies on ads and organic content—whereas AI search aims to minimise friction and maximise relevance.
Is AI better than Google Search?
It depends on the intent. For quick facts, comparisons, and general knowledge, AI tools can be faster and more user-friendly, offering a seamless conversational experience. They’re also rapidly improving in areas like product research and in-depth analysis, thanks to advances in reasoning capabilities and real-time web access. Platforms like Perplexity are especially focused on making answers traceable, and ChatGPT’s integration of tools like browsing and memory allows for more personalised, context-aware responses.
However, there’s still a major limitation: hallucination. AI models can fabricate facts or cite non-existent sources—up to 60% of the time, according to a Columbia Journalism Review study. This makes them risky for certain queries where accuracy is paramount. In contrast, Google Search provides access to verifiable sources, rankings, and backlinks that help users assess credibility on their own.
So while AI is catching up—and even surpassing Google in some UX aspects—it still struggles with reliability, especially in fields like news, health, and finance. For now, a hybrid approach often yields the best results.
Why Marketers and Business Owners Should Care
This isn’t just a tech trend—it’s a marketing shift. If users are searching differently, your content strategy needs to evolve too. Find out more about how you should enhance your SEM strategy with GEO.
How AI is changing search:
Search is becoming more conversational and contextual.
Users expect instant answers, not a list of websites.
AI search is less reliant on backlinks and keyword density.
Is AI going to replace Google?
Unlikely—at least in the short term. Like social media platforms co-existing (TikTok didn’t kill Instagram, and Instagram didn’t kill Facebook), generative AI and traditional search will likely co-exist, each serving different purposes.
Who has the best AI search engine?
While ChatGPT (especially with GPT-4 and web browsing) is a frontrunner, Perplexity AI stands out for its cited sources and real-time web crawling. Google’s Gemini is catching up, but lacks the same traction. Ultimately, “best” depends on the use case—some prefer accuracy, others speed, or interface.
The below chart comparing user traffic across major AI search platforms shows just how dominant ChatGPT is in the space. This could be attributed to its first-mover advantage, but also its robust product evolution, premium features like GPT-4 with browsing, and strong brand recognition. For many users, it’s simply more polished and versatile than its competitors.
Strategic Takeaways for Businesses
To future-proof your visibility online:
Optimise for AI discoverability: Make content clear, authoritative, and structured so it’s more likely to be cited by AI tools.
Don’t abandon SEO: Google still processes trillions of searches—organic traffic remains valuable.
Experiment with new platforms: Contribute to forums, publish expert insights, and repurpose content for AI platforms.
Use AI to enhance your own marketing: Automate research, personalise campaigns and speed up content creation.
Final Thoughts: A Broader Search Ecosystem
Google isn’t dying, but search is no longer a one-player game. We’re entering an era where users don’t just “Google it”—they might ChatGPT it, Perplexity it, or ask Claude.
Businesses that adapt to this shift—by balancing traditional SEO with AI-era strategies (GEO)—will not only stay relevant but lead the pack.
What about you? Are you still Googling everything, or are AI platforms starting to change how you search? Get in touch with us if you’d like to learn how you can stay competitive in this new age.
