However, what these articles often miss is that the intent behind using a search engine (whether it’s Google, YouTube, or TikTok) greatly influences the platform you choose.
Even with the recent introduction of GPTSearch, we should ask ourselves: is AI truly replacing ‘traditional’ search platforms, or is it simply adding another layer of assistance that will exist alongside other platforms?
If you’re looking for a gas station nearby, you wouldn’t ask ChatGPT—you’d search on Google (Maps). If you want to know how to fix a leaky faucet, you’d watch a video on YouTube or TikTok. If Gen Z wants to learn how to wrap a gift, they’ll look for a tutorial on TikTok.
ChatGPT or other AI tools won’t take over all search traffic; they are here to assist when you’re looking for highly specific information (e.g., creating a 10-day itinerary for a trip through Sweden or outlining the steps to prepare for a marathon with only one month to go).
Yes, consumers search in 1,000 different ways, but their intent (the “why”) is crucial in determining which platform they use. This will always vary and will never boil down to a single, unified platform.
search in a broader context
The internet is evolving, and with it, the way we search for information is changing too. While headlines about the “death of Google” might be a bit dramatic, they do point to a real shift in how people search. It’s not just about typing a few keywords into a search box anymore. Today, we look for information in a broader context—through a network of shared experiences and opinions.
Take TikTok, for example. With its short videos and focus on visual storytelling, it’s become a go-to place for finding quick info. Need a pasta recipe? A quick TikTok search will pull up tons of videos from home chefs walking you through the steps in a super engaging way.
a more diverse future
This shift in search behavior isn’t just about looking up information. We also see a change in the desires for content while searching for that information: people no longer want just blue links and keywords—they crave content that is also visually appealing. We want an answer to our question, and if possible, we’d love to be entertained by what we see along the way.
This doesn’t mean Google is disappearing, but it does highlight how our search habits are evolving. We’re shifting from an algorithm-driven world to one where social interaction and carefully curated content play a bigger role. The future of search will be more diverse, with Google, AI tools, social networks, and content platforms all playing their own unique part.
As we navigate this new landscape, it’s clear that being present where your consumer searches and explores is more important than focusing solely on one platform.
