According to BofA Securities, Google's integration of AI into its search platform has significantly contributed to its improved U.S. search market share, showing a 50 basis point increase to 87.9% in August. The use of AI overviews is believed to enhance query growth, underscoring the effective application of AI in driving user engagement and increasing search traffic. This integration suggests that AI capabilities are becoming a key differentiator in the competitive search market.
BofA noted that since the beginning of the year, Google's U.S. search share has increased by 31 basis points, which suggests that AI overviews are having a positive impact on their search metrics. As Google expands this AI-powered search format to more areas, there is an expectation that its global market share could recover from the year-to-date decline of 114 basis points. It highlights the potential long-term value of AI innovations in the search landscape.
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