Google protects its lead: By building multimodal AI into Search, it aims to hold onto valuable queries and limit competitor gains.

Google’s Chrome browser hit a record 73.7% share of worldwide desktop browsing in September, according to StatCounter. That’s its strongest position yet and signals little room for competitors. Apple Safari sits at 5.7% on desktop, but its browser is stronger on mobile with 19.5%. Brands should treat Chrome as the default hub for ad spend, search, and AI-enabled commerce by building campaigns that align with Google’s integrated ecosystem. Safari merits a mobile-first strategy to reach iOS users, but the real growth lever is Chrome’s ability to unify discovery, personalization, and conversion for mobile and PCs in one place.