is Google dead? how social media and AI are transforming search
Author: James Organ | Posted On: 15 Oct 2024
Traditional search engines remain widely used, but their static, list-based format often requires users to sift through multiple links to find what they need. Consequently, social media platforms have become primary search hubs, especially among younger demographics who quickly research brands, get recommendations, and follow trends in real-time. Additionally, with the rise of conversational AI tools like ChatGPT, users can now receive direct, conversational answers to specific questions and tasks. This shift raises an important question: is traditional search dead?
To explore this migration away from traditional search engines, Fifth Quadrant conducted quantitative research with 1,000 consumers across Australia. The findings reveal a clear trend: social media and conversational AI are rapidly becoming the preferred platforms for searches and tasks once dominated by Google and Bing. While both Alphabet (Google) and Microsoft (Bing) are at the forefront of AI innovation, it remains uncertain how their search engine advertising models will adapt as more users migrate to their AI-driven platforms—and to the growing number of new AI alternatives emerging daily. In response, organisations must stay agile with their brand and customer engagement strategies to ensure their marketing initiatives align with the ongoing shift away from traditional search.
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