Generative AI (genAI) is transforming search—and search advertising. Google’s now showing AI-generated summaries to the general public for certain queries, injecting an element of unpredictability into the biggest search platform.

Key Question: How will the search market adapt to Google’s AI Overviews?

Key Stat: Google will attract 70.5% of traditional search ad spending in 2026, per our forecast, making its search business more than 10 times the size of Microsoft’s.