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“Dad, why do you always search for everything on Google?” — this question from my teenage son hit me like a bucket of cold water. Especially since he asked it while showing me a TikTok tutorial. That’s when it dawned on me that we’re witnessing the beginning of the end of an era we all thought would last forever.

Numbers Don’t Lie – The Empire Is Shaking

It finally happened! After years of undisputed dominance, Google’s search engine market share has dropped below 90%. To the average internet user, this might sound like an insignificant statistical change. But in the tech world, it’s a seismic shift. It’s like that moment when you first notice your teenage son is taller than you – you knew the day would come, but it still catches you off guard.

If you remember when “google it” became synonymous with searching for information online, you’re probably at least 40 now. Meanwhile, the digital landscape is transforming before our eyes, and Google’s dominance isn’t as absolute as it was just 3 years ago. And no, it’s not just about AI – though artificial intelligence might be the catalyst for the most significant changes in history, helping us even with… folding laundry (no kidding!).

Where Is The Young Generation Heading?

The younger generation increasingly bypasses Google altogether. Instead of typing queries into a search engine, they open TikTok (yes, you’re reading that right – 23% of users search for information within the first 30 seconds of opening the app!), YouTube, or go straight to Allegro or Amazon when searching for products.

It’s a bit like what happened with text messages – once the foundation of communication, but today… ask your younger friends when they last sent a traditional SMS. In Poland, this trend is even more pronounced – according to the latest research, 35% of users aged 16-24 start their information search on social media.

AI Stirs the Pot

Perplexity and ChatGPT aren’t just tech curiosities – they’re harbingers of a real revolution in how we search for information. Instead of wading through dozens of search results, we get a specific answer. It’s like the difference between searching for information in a library versus having a conversation with a well-read friend.

Google is trying to respond with its AI, but… it’s a bit like patching a leaking ship mid-voyage. By introducing AI-generated summaries in search results, the company might unknowingly be sawing off the branch it’s sitting on – why click on links when the answer is right there? Sure, it cites sources, but how often do you check all the references when reading articles with citations?

Regulatory Tsunami

As if that weren’t enough, the U.S. Department of Justice (DoJ) is eyeing Google with growing interest. The proposals? Everything from selling Chrome to banning it as the default search engine. It’s like a divorce after 20 years of marriage – complicated, painful, and potentially very costly.

In Europe, things are going even further. The European Union has already imposed record fines on Google and forced changes in how search results are presented. The Digital Markets Act could be another nail in the coffin of the search giant’s monopoly.

What Does This Mean for the Market?

For businesses and marketers, fascinating times are ahead. Traditional SEO (the battle for Google’s TOP10) is slowly dying before our eyes. More and more companies are redirecting their budgets to:

  • social media presence (especially TikTok and Instagram),
  • voice search optimization,
  • video content creation (short formats dominate),
  • developing their own customer reach channels.

The Future Is… Distributed

We’re living in fascinating times. The era of Google’s search monopoly might be coming to an end, but it’s not the end of the world – it’s the beginning of a new era. We might be witnessing the birth of a more diverse, competitive, and innovative internet.

For users, this could mean better, more personalized experiences. For businesses – they need to rethink their online presence strategy. Because in a few years, asking “did you google it?” might sound as archaic as “did you record it on a cassette?”

What’s Next?

The future of information search will likely look entirely different than we imagine. It might be a combination of:

  • AI assistants integrated with our devices,
  • visual search (already popular in e-commerce),
  • personalized information feeds,
  • contextual search within apps.

How do you search for information? Still loyal to Google, or experimenting with alternatives?

P.S. It’s funny that I’m writing this comment right when my son asked me for some information, and I… opened YouTube to show him.

Times are changing, aren’t they? 😉