Final month, Google flipped a swap that adjustments how billions of individuals will use the web. And in doing so, it might be dismantling the very system that made it one of many world’s strongest tech firms.
This occurred the second the corporate began rolling out its new Gemini 3 AI mannequin inside Google Search.
Google calls the mixing an improve. Nevertheless it’s actually the start of the top of the search engine as we’ve recognized it for the previous twenty-five years.
And right here’s the factor…
Google didn’t select to make this alteration. Our altering search habits compelled it to occur.
I see this rollout as Google’s clearest acknowledgment but that its outdated mannequin is not related.
As a result of with Gemini 3 now in place, Google has successfully killed the search engine it created.
Have Folks Stopped Looking out?
In January 2023, ChatGPT hit 100 million month-to-month customers. That made it the fastest-growing client app in historical past.
Picture: businessday.ng
A 12 months later, ChatGPT was estimated to be producing greater than 1.5 billion visits monthly, with a rising share of these visits coming from folks asking questions they used to sort into Google.
And as extra of these on a regular basis questions shifted towards AI instruments, Google started to really feel the influence.
The most important drop got here in informational queries. In different phrases, the “what’s,” “the best way to,” and “clarify” searches that when outlined Google’s core enterprise.
Folks found out shortly that these are the precise queries that AI methods deal with greatest. And a number of other analytics companies reported significant declines in these classes all through 2024 and into early 2025.
Google even acknowledged the pattern on its 2024 earnings calls, with CEO Sundar Pichai noting that consumer conduct was “evolving” and that many individuals had been “in search of direct solutions to advanced queries.”
That’s one other means of claiming that customers had been drifting away from the outdated search format.
Gemini 3 is Google’s reply to that drift.
Whenever you sort in a query into Search now, you not see a well-known record of internet sites on the prime of the outcomes web page. As an alternative, you see an entire reply to your query.
And it’s written by AI.
This creates a conundrum for the corporate. As a result of Google doesn’t need customers to go wherever else for AI-driven outcomes.
However its enterprise runs on clicks. In 2023, round 57% of Alphabet’s income got here from Search adverts.
That’s over $175 billion tied on to folks clicking hyperlinks.
However AI solutions compress the whole lot down into one display. There’s no second web page. Heck, there’s barely even a primary web page.
And if the AI offers you a clear reply, you may not click on the rest in any respect.
Publishers are already feeling this shift in search habits. In 2024, natural search site visitors to massive information websites fell between 20% to 30%. And within the first quarter of 2025, a number of mid-sized publishing networks reported site visitors drops of 35% or extra.
Search engine marketing companies say informational queries — as soon as the bread and butter of rankings — are the classes disappearing the quickest.
This places Google in a decent spot.
As a result of the extra full its AI solutions change into, the much less site visitors reaches particular person websites. And the less clicks the net will get, the extra it pushes creators and publishers towards different platforms that compensate them straight.
This is identical cycle that Fb needed to cope with a decade in the past. And now it’s come for Google Search.
However even with all these challenges, Google had no alternative.
Between 2023 and 2024, a number of surveys confirmed that over 40% of Gen Z most popular TikTok or ChatGPT over Google for informational queries. Amongst college students, that quantity was even greater.
Picture: emarkerter.com
When client conduct adjustments at that scale, firms can both adapt or fall behind. And Google is selecting to adapt… shortly.
By embedding Gemini 3 into Search, the corporate is pivoting towards a unique sort of interface. On this new world, whenever you ask a query, the AI synthesizes data throughout the net and also you get a direct reply. Meaning all the step of “looking out” disappears.
In different phrases, it’s not a search engine anymore. It’s a solution engine.
And it represents a turning level for all the digital economic system.
For twenty years, web sites had been constructed across the guidelines of search. They optimized headlines, loaded pages with key phrases and printed countless how-to guides as a result of Google rewarded these constructions with site visitors.
However AI doesn’t reward any of that.
It rewards readability, originality and depth. It seems to be for data it will possibly belief and content material it will possibly summarize precisely.
Meaning the web will begin to reorganize itself round completely different incentives.
I think about we’ll see fewer Search engine marketing-driven pages and extra detailed explainers. We’ll see extra proprietary information and skilled evaluation. And we’ll see a brand new push from publishers to license their content material on to AI platforms.
And with Gemini 3 accelerating this shift, we’re heading towards a future the place firms that wish to keep related digitally should adapt to this new, answer-driven web.
Right here’s My Take
Google spent twenty years coaching the world to look by way of outcomes. However ChatGPT retrained them to ask a query and count on a solution.
So Google is adapting.
Gemini 3’s rollout is the clearest signal but that Google is aware of the period of the search engine is over.
And it makes it seemingly that each main tech firm — from social media platforms to information shops to e-commerce manufacturers — will quickly be compelled to compete for visibility inside an AI-generated reply field as an alternative of a standard search web page.
That doesn’t imply conventional search will vanish in a single day.
However it’s a main step towards killing the traditional search engine outright.
Regards,
Ian King
Chief Strategist, Banyan Hill Publishing
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