"Search engines still command approximately 88% of all search traffic. But alongside this, AI usage is almost doubling. So what gives? Well, consumers don't care about AEO versus GEO versus SEO. Or even necessarily choosing between Google and ChatGPT. They simply use both. Why the either/or narrative is dangerous The marketing world loves a good binary. But opposing search engines and AI search against one another is a false choice. These aren't competing realities. They're parallel streams of discovery that smart brands must master simultaneously."
"Google's global search market share dropped to 89.62% as of March, the lowest point in more than a decade. Meanwhile, ChatGPT's growth trajectory puts it on track to reach 1 billion users by the end of 2025. Seems like an open-and-shut case, right? Except, consumers aren't abandoning Google. They're simply searching more, across a wider range of platforms. ChatGPT adoption didn't reduce Google organic usage, according to recent Semrush data."
Search engines retain roughly 88% of all search traffic while AI usage is rapidly increasing. Consumers are using traditional search and AI tools in parallel rather than substituting one for the other. Treating AI and search engines as mutually exclusive channels creates a false choice and risks strategic misallocation. Overinvesting exclusively in AI search abandons current market share, while hesitating allows competitors to build irreversible advantages. Google’s share has dipped but remains dominant, and ChatGPT adoption has correlated with increased Google search sessions per Semrush, indicating additive behavior across platforms.
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