AI-driven language models like ChatGPT are gaining popularity over traditional search engines like Google. Will these tools redefine the future of online information retrieval?
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| AI platforms like ChatGPT are reshaping how users search for information online. Image: CH |
Tech Desk — September 16, 2025:
In recent months, the rise of artificial intelligence (AI) and large language models (LLMs) like OpenAI’s ChatGPT has begun to challenge the dominance of traditional search engines like Google. More users are increasingly turning to AI-driven platforms for everyday queries, personalized recommendations, and even complex decision-making, pushing Google’s once-unrivaled search engine to share its throne. But how is this shift affecting the broader landscape of online information retrieval?
Take Anja-Sara Lahady, a legal consultant and tech advisor based in Montreal. Like many others, Lahady used to rely on Google for nearly every search. But in the past year, she’s made the switch to LLMs like ChatGPT, using them for a range of tasks—from organizing her day to deciding what to cook for dinner. “It’s become my second assistant,” says Lahady, who no longer wants to spend time sifting through multiple links for simple tasks. For her, the AI provides quicker, tailored responses that eliminate mental fatigue and save time.
Lahady’s shift reflects a broader trend. According to research from Demandsage, ChatGPT now boasts more than 800 million weekly active users, a significant jump from 400 million in February 2025. People are increasingly turning to these AI platforms not only for general information but also for decision-making and personalized recommendations, reducing their reliance on traditional search engines.
So why are people choosing LLMs over Google? Professor Feng Li from Bayes Business School in London explains that AI models offer a unique advantage: they reduce the "cognitive load" for users. Instead of navigating through several links to gather information, users can simply interact with AI models like ChatGPT, which provide synthesized answers in plain language. For tasks such as summarizing long documents, drafting emails, or generating code snippets, this ease of use has made LLMs particularly attractive.
However, Professor Li also cautions that while LLMs are incredibly useful, they’re not without their flaws. "The outputs generated by AI still need to be verified before use," he says. “Hallucinations” or factual errors remain a concern, making it essential for users to double-check the information before relying on it for important decisions.
Despite the rise of LLMs, Google continues to dominate the search engine market. The company argues that its search engine’s usage has remained strong, with queries and commercial transactions continuing to grow year-over-year. Google has also introduced new AI-driven features to enhance its search capabilities. The AI Mode, for instance, enables users to ask conversational questions and receive tailored responses. Additionally, the rollout of AI Overviews has allowed Google to generate summaries of search results right at the top of the page.
However, recent developments suggest that Google’s reign might be facing challenges. In May, during an antitrust trial, a senior Apple executive revealed that the number of Google searches on Apple’s Safari browser had decreased for the first time in more than 20 years. Although this isn’t a definitive sign of AI replacing Google, it indicates that the search landscape is beginning to evolve.
While Google may still hold a strong position in the market, experts believe that we are moving towards a hybrid model, where AI tools like ChatGPT and traditional search engines complement one another. Professor Li predicts that LLM usage will continue to grow but will eventually stabilize at a level where users primarily turn to AI for certain tasks, such as research or drafting, and continue to rely on Google for other functions, such as shopping or booking travel.
This hybrid approach could redefine how people interact with the internet. Instead of using one tool for all online needs, users may adopt a combination of AI and search engines, depending on the type of task at hand.
As AI platforms gain traction, companies must adapt their marketing strategies to account for this shift in user behavior. Leila Seith Hassan, Chief Data Officer at Digitas UK, notes that companies must understand which sources AI models consider authoritative. For instance, in the UK beauty industry, LLMs often reference established news outlets and review sites, while in the US, brand websites are more frequently cited.
Moreover, as Hannah Cooke from Charlie Oscar observes, LLMs are influencing consumer purchasing decisions. After using ChatGPT to research products like skincare recommendations or travel itineraries, Cooke noticed that LLM-driven referrals tend to be more effective, leading to higher conversion rates. The ability of AI to offer highly personalized, targeted suggestions is making it a powerful tool for businesses looking to engage consumers in a more meaningful way.
AI-driven language models like ChatGPT are undoubtedly reshaping the way we search for information online. While traditional search engines like Google are still dominant, the rise of LLMs signals a shift in how users approach the search experience. It’s unlikely that LLMs will completely replace Google’s search engine, but we are likely to see a future where both AI models and search engines coexist, with users adopting each for different tasks based on their needs.
As the landscape evolves, businesses and tech companies will need to stay ahead of the curve by adapting their digital marketing strategies, ensuring that their content is optimized for both AI models and traditional search engines. Ultimately, this hybrid model may provide the best of both worlds—streamlined, personalized responses from AI and comprehensive, transaction-focused results from search engines like Google.