Over the past two decades, “Google it” became shorthand for finding answers, solutions and services. But that stronghold is shifting. As consumers start to search differently, we’re seeing Google’s long-standing dominance erode. AI is playing a large role in this erosion but it’s not the only factor. What’s happening is more about how people are redefining what it means to “look something up” and smart brands are adjusting their strategies to keep pace.

This shift is forcing brands to rethink not just where they show up, but how they stay visible, trusted, and relevant.

The Cracks in Google’s Stronghold

Google Search remains massive, but the warning signs are clear. Platforms like Reddit, TikTok, YouTube and ChatGPT are becoming preferred discovery tools especially among Gen Z and Millennials.

• 46% of Gen Z and 35% of Millennials prefer social media for search over traditional search engines (marketingcharts.com)
• 80% of consumers rely on zero-click search at least 40% of the time thanks to AI summaries, with  websites taking a 15-25% hit in traffic as a result (ppc.land)
• ChatGPT and Perplexity have captured approximately 37% of learned language model (LLM) referral traffic, overtaking search in some verticals (searchenginejournal.com)

On top of that, Google’s own push into AI Overviews has gained negative reviews from consumers with many left skeptical due to inaccuracies and frustrated by the experience.

Between AI answers, ads and endless search engine result page (SERP) features, organic listings are getting pushed lower and lower down the page making SEO harder than ever.

The result? A search environment that’s more fragmented, more competitive, and less predictable.

This isn’t the death of search. It’s its reinvention.

Search ≠ Just Google Anymore

We’re not sounding the alarm to abandon Google. It still commands incredible scale and influence, especially in lower-funnel, intent-heavy moments. But the way people search is becoming more multi-platform, multi-format, and AI-infused.

AI tools like ChatGPT and Perplexity are now key parts of the discovery journey—and they’re evolving fast. OpenAI has already begun testing sponsored responses in ChatGPT, and by 2026, advertising will likely be a regular part of these interactions. That means brands will need to understand how to show up effectively in these new formats, just as they have in traditional search.

At the same time, AI tools rely on pre-existing content to train their models, and they don’t create original insights. That makes exclusive, human-created content more critical than ever. First-party data, proprietary research, and strong brand perspectives are assets that AI can’t replicate—and will help your brand remain differentiated and discoverable.

Search is no longer a single channel—it’s a behavior. And that behavior is evolving.

What Brands Should Do Next

1. Broaden your definition of search strategy. Don’t think of search as just Google or Bing. Include TikTok, Reddit, YouTube, Amazon, Pinterest, and AI tools like ChatGPT and Perplexity in your discovery and keyword planning. This will help ensure your brand is findable and credible across the entire ecosystem, not just one place.

2. Lean into content that answers, educates, and earns trust. Consumers are seeking deeper, more helpful content especially in a world where AI tools are summarizing instead of linking. Consider content formats that are AI-friendly such as FAQ pages, explainers, product comparisons, reviews, and brand POVs that AI can cite or easily summarize. Even more important: create content AI can’t summarize. Original insights, lived experience, and proprietary data are your edge.

3. Monitor AI platforms and influence opportunities. Your brand may already be showing up in AI-generated results. It’s time to track how, where and what it says. Tools like ChatGPT, Perplexity and Gemini may already be shaping your brand’s perceptions and you need to understand the impact. There are several brand sentiment tools available to help track mentions and influence.

4. Adapt SEM and SEO strategies for emerging realities. For example: keep tabs on AI Overviews and Google and prepare to adjust SEM bidding and creative if you see your CTRs drop; test high-quality, zero-click content strategies, thinking in terms of visibility not just traffic; and start thinking about AI Optimization the way we used to think about SEO.

The Bottom Line

Search behavior is fracturing. Attention is splintering. Trust is migrating to new platforms and formats. And AI is becoming the middle layer between consumers and the web.

Google will remain a player—but the smartest brands will stop relying on Google alone and start planning for a more complex, AI-influenced future.

This isn’t the death of search. It’s its reinvention.