Is AI Killing Google Search? It Might Be Doing the Opposite.

Everyone’s been saying AI is the end of Google. Like we’re about to stop searching for stuff just because ChatGPT or Perplexity can give us an answer in 3 seconds. But that’s not what’s actually happening.

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What AI is really doing is changing how we use Google, not if we use it at all.

▪️ Google just hit a record $48B in search revenue last quarter▪️ Over 50% of Gen Z uses both AI tools and Google together▪️ Searches for “site:” and brand-specific queries are up since AI launched

Here’s the move a lot of us are making now: we ask AI for a shortlist, a breakdown, a quick summary. Then we go to Google to double check, compare, or dive deeper. AI gives us the outline, but Google still fills in the blanks.

That’s not replacement. That’s a loop.

It’s actually making people more curious. More intentional. Instead of mindlessly clicking through page one, we’re coming in with better questions and looking for clearer answers.

So no, AI isn’t killing search. It’s just rerouting traffic. And it’s doing it in a way that’s making search more useful, not less.

If you’re running a brand, writing content, doing SEO, whatever—this isn’t a reason to panic. It’s a reason to rethink what people actually want when they show up looking for you.

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