Traditional search continues to be dominated by Google. This year, Google’s search ad revenues will reach $62.87 billion, per our forecast. By 2026, its search ad business will be more than 10 times the size of Microsoft’s.

Google’s AI Overviews and the Meta AI Chatbot—now embedded on Meta platform search bars—are easing users into adopting generative AI search. Some 61% of Gen Zers are using AI tools instead of search engines, according to December 2023 data from Vox Media and The Circus.