GenAI continues to send ripples through the search market. GenAI-powered summaries of search results have become commonplace as conversational interfaces like OpenAI’s ChatGPT and answer engines like Perplexity strengthen their footholds. But the revolution will be slow, and Google will continue to capture the majority of consumer queries—and search ad budgets—in 2025.

ChatGPT’s capabilities—including search—are attracting more users than Bing’s

By share of US queries, Microsoft’s Bing search engine has long been a distant second to Google. But data from digital market intelligence company Similarweb suggests that ChatGPT is hot on Bing’s heels. In September 2024, ChatGPT attracted more web visits than Bing for the first time since its November 2022 launch. ChatGPT began rolling out search capabilities in October 2024 and has held onto that lead ever since.