Google's 10-Year Dominance Is Slipping: What Business Leaders Need to Know About AI Search

When you need a quick answer, where do you turn? Millions of people now skip Google entirely and ask ChatGPT, Claude, Gemini, or Perplexity instead. AI search tools have become go-to problem solvers, handling questions that once generated billions of Google queries. By 2026, AI search could become the default for many users.

Aaron Conway, Director at Ronin Management, a Singapore-based AI search consultancy, reveals whether AI search will overtake Google and which platform will benefit businesses most in the coming years. 

Below, Conway lists six ways AI search is already changing the game.

1. AI Search Is Changing Quick Google Queries 

Google still dominates with approximately 89-90% of the global search engine market in 2025. Mobile searches show an even stronger share at 94.6% compared to desktop at 82.2%. But there's something notable happening: this marks Google’s first sustained dip below 90% since 2015.

“That number might look reassuring, but the direction matters more than the figure,” says Conway. "Google's share has been virtually untouchable for a decade. Any sustained decline signals a fundamental change in user behavior, not just a temporary blip.”

2. Younger Generations Prefer AI for Instant Answers Over Links

AI-powered search currently makes up about 6-8% of total search traffic in 2025, with projections showing steep growth to 10-14% or higher by 2028. 

Younger users, who grew up with conversational interfaces through voice assistants and messaging apps, find AI search more intuitive than traditional keyword-based searches.

“This is about technology preference and about expectation,” Conway notes. “When someone asks ChatGPT a question, they get a direct answer. When they Google the same question, they get ten blue links. For simple queries, that friction matters.”

3. AI Integrates Context, Preferences, and Behavior

The enterprise AI search tools market was valued at $4.61 billion in 2023 and is projected to more than double to $9.31 billion by 2032, growing at around 8.2% annually.

What makes AI search different from traditional search is speed, memory and context. AI platforms learn from previous interactions, remember user preferences, and can reference earlier parts of a conversation.

“Once someone gets used to asking follow-up questions without having to explain the context again, going back to Google feels clunky,” says Conway. “That's why usage habits around AI search are so sticky. The experience is not only better, but fundamentally different.”

4. Google Is Adapting, but Traditional SEO Visibility Is Declining

The voice assistant market, heavily integrated with AI and natural language understanding, is projected to grow to about $19 billion in 2025 from $14.4 billion in 2024.

Google hasn't stood still. The company has integrated AI overviews into search results and is racing to keep pace with standalone AI search tools. However, these changes mean traditional SEO strategies deliver diminishing returns.

“Google's AI overviews pull information from websites but don't always drive traffic to them,” Conway explains. “You can rank number one in traditional search results and still be invisible if Google's AI summary answers the question first.”

5. Brands Relying Only on SEO Risk Disappearing from AI Results

Although Google remains dominant, AI search and smart assistants are increasingly influencing user behavior and business strategies. 

The problem for businesses is simple: if your brand doesn't appear in AI responses, you don't exist for users who rely on those platforms. Traditional SEO optimizes for Google's algorithm but doesn't guarantee your brand will be referenced in ChatGPT or Claude.

“We're seeing businesses with strong Google rankings get zero mentions in AI search results,” says Conway. “That gap will only widen as AI search adoption grows. Brands that don't address this now will spend 2026 playing catch-up.”

6. GEO Positions Brands Inside AI Answers, Not Just on Web Pages

Geographic adoption of AI search varies widely. The US leads with 16.18% of ChatGPT users and is rolling out AI search features fastest. Europe saw ChatGPT Search users jump 270% to 41.3 million by early 2025. Asia-Pacific shows strong local AI search adoption, with China's Baidu ERNIE capturing roughly 52% market share. Latin America remains Google-dominant at about 93.1%, though mobile search ad spend is growing rapidly. Africa shows notable ChatGPT use concentrated in South Africa and Morocco.

This geographic variance matters for business strategy. In markets where AI search adoption is highest, Generative Engine Optimization (GEO) has become as important as traditional SEO.

“GEO is all about being the answer rather than ranking on a results page,” Conway says. “When someone asks an AI platform about your industry, your brand should be part of that response. That requires a completely different approach than traditional SEO.”

Aaron Conway, Director at Ronin Management, commented:

“Businesses can't afford to treat AI search as a future concern anymore. It's happening now, and the gap between early adopters and laggards is widening fast. Traditional SEO gets you found on Google. GEO gets you referenced by AI platforms, which is where a growing portion of your customers are already looking for answers.

“These developments require a fundamental change in strategy. Instead of optimizing for keywords and backlinks, you need to establish your brand as an authoritative entity that AI platforms trust and reference.

“If you're not appearing where AI answers questions, you effectively don't exist in the emerging search economy. Google will still matter in 2026, but so will ChatGPT, Claude, Gemini, and Perplexity. Brands that optimize for both will own visibility.”