For decades, Google Search has functioned as the front door of the internet.
Up to 90% of all search traffic is funnelled through the tech titan, dictating how businesses are discovered and media companies reach audiences, giving it enormous influence across the digital economy.
But Google is transforming its fundamental business model with significant implications for both how users discover information and how many earn a living.
At its recent I/O conference, Google unveiled what it called “the biggest change to search in 25 years” — which, once you strip away the marketing speak, boils down to a greater integration of AI into traditional search.
Instead of just being served the classic series of blue links, users will increasingly be in a chat box with AI to discover the information, or asking AI agents to gather news in an upgraded version of Google Alerts.
