For more than 20 years, Google has been the first place most people go when they want to find something online. We search Google to compare products, find services, research companies, read reviews, learn something new, or solve a problem.
But since the launch of ChatGPT in 2022, the way people find information has started to change. Today, people can ask ChatGPT, Gemini, Perplexity, Claude and other AI tools a question and get a direct answer instead of going through a page of search results.
This raises an important question: Has AI reduced traditional Google search volume?
The answer is more interesting than a simple "yes" or "no." Google search is not disappearing. But search behaviour is changing, and the number of people using AI to research, compare and discover information is growing rapidly. For marketers, this change is extremely important.
Google Search Is Still Dominant
Before assuming that AI has replaced Google, it is important to look at the actual numbers. According to StatCounter, Google held approximately 91.32% of worldwide search-engine market share as of July 2026.
The idea that people have suddenly stopped using Google because of ChatGPT or Gemini is not supported by the available market-share data.
But there is another side to the story.
Google Search Is Changing From Inside
The biggest change is not necessarily that people are leaving Google. Google itself is becoming an AI-powered search engine.
Google has introduced AI Overviews and AI Mode, allowing users to ask longer, more complex questions and receive AI-generated answers directly within Google Search.
Google has reported that AI Overviews are driving more search activity for the types of queries where they appear. AI is not simply taking searches away from Google. In many cases, AI is helping Google create more search activity by making it easier for people to ask longer and more complicated questions.
Source: Google I/O 2026, May 2026.
So Where Is the Real Change?
The bigger change is happening after the search. The user journey is shifting.
This means search volume and website traffic are not the same thing. Google searches can continue growing while some websites receive fewer clicks from those searches.
AI Answers Can Reduce Website Clicks
Pew Research Center studied 68,879 Google searches made by U.S. users during March 2025. Around 18% of those searches produced an AI-generated summary.
This does not mean websites are becoming irrelevant. It means the value of a search impression is changing. A person may see your brand in an AI answer without clicking your website.
Source: Pew Research Center, July 2025. Read the study →
Search Is Becoming More Conversational
This is one of the biggest changes introduced by AI. Traditional search often looks like short keyword phrases. AI search can be a full detailed question.
"best CRM for small business"
"I run a B2B company with a small sales team. I need a CRM that is affordable, supports automation, integrates with email and can help my sales team manage leads. Which options should I consider?"
With AI search, users want an answer, a comparison, recommendations, explanation, context, and next steps — all at once. This changes how businesses need to present their expertise online.
AI Is Creating a New Search Channel
People now use several platforms to find information. It is important not to compare these using a single market-share chart — because the measurements are different.
Similarweb estimated that major AI platforms generated over 1.1 billion referral visits in June 2025 — up 357% from June 2024. ChatGPT leads AI referral traffic at 74%, followed by Gemini at 11.5% and Perplexity at 7.2%.
That is significant. But it should not be interpreted as "AI has replaced Google search." It represents referral traffic from AI platforms to websites — a different measurement entirely.
Source: Similarweb, June 2025.
What Happens to SEO?
SEO is not dead. But SEO is changing. Traditional SEO focused heavily on keywords, search rankings, backlinks, and click-through rates. These factors are still important.
But businesses now need to think about a new question: "Can AI systems understand and recommend my business?"
Search visibility is becoming much broader than simply ranking at position #1 on Google.
The New Search Journey
The modern marketing funnel is becoming more connected. A buyer may discover your brand through multiple touchpoints before ever arriving at your website.
Should Businesses Stop Investing in Google?
No. That would be a mistake.
Google still controls more than 90% of worldwide traditional search-engine market share. Businesses should continue investing in Google Ads, SEO, local SEO, landing pages, conversion optimisation, and content marketing.
But they should also start preparing for AI-driven discovery. The smarter strategy is:
What Should Marketers Do Now?
Keep Google Strong
Google remains the largest search channel. Do not abandon SEO or Google Ads simply because AI is growing.
Create Genuinely Useful Content
Stop creating content only because a keyword has search volume. Create content that answers real customer questions with genuine expertise — not generic guides that say nothing new.
Build Strong Brand Authority
Get your expertise mentioned outside your own website. PR, podcasts, industry websites, interviews, expert articles, and case studies all help AI systems and people discover your business.
Make Your Website Easy to Understand
AI systems need to clearly understand what your business does. Make sure your website explains who you are, what you do, who you help, your expertise, experience, and results.
Track AI Traffic
AI referral traffic is becoming measurable. Tools such as Similarweb now provide ways to identify traffic arriving from AI platforms like ChatGPT and Perplexity — so you can measure AI discovery, not just assume it.
Final Takeaway
AI and LLMs are changing search, but they are not simply replacing Google. Google remains the world's dominant search engine. At the same time, AI is changing how people ask questions, how they research products and companies, and how they decide which information to trust.
The biggest change is not a dramatic fall in Google searches. It is the shift from Search → Click → Website to Ask → Understand → Compare → Discover → Decide.
The brands that win will not simply be the ones that rank on Google.
They will be easy to find. Easy to understand. Easy to trust. And easy for both people and AI systems to recommend.
Is your business ready for both Google and AI-driven discovery?
Rakesh Mishra helps businesses build marketing strategies that work across traditional search and AI platforms — so you are visible wherever your buyers are looking.
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