OpenAI's ChatGPT, launched in 2022, has revolutionised the way people seek answers, shifting from traditional methods to AI-driven interactions. This AI chatbot, along with competitors like Anthropic's Claude, Google's Gemini, and Microsoft's CoPilot, has made AI a focal point in information retrieval. Despite these advancements, traditional search engines like Google remain dominant.

Google's profits surged by nearly 60% due to increased advertising revenue from Google Search, and its global market share reached 91.1% in June, even as ChatGPT's web visits declined by 12%.

Google is not only holding its ground but also leveraging AI technology to enhance its services. Analysts at Bank of America credit Gemini, Google's AI, with contributing to the growth in search queries. By integrating Gemini into products such as Google Cloud and Search, Google aims to improve their performance, blending traditional search capabilities with cutting-edge AI innovations.

However, Google's dominance faces significant legal challenges. The U.S. Department of Justice has concluded a major antitrust case against Google, accusing the company of monopolising the digital search market, with a verdict expected by late 2024.

Additionally, Google is contending with another antitrust lawsuit filed by the U.S. government over alleged anticompetitive behaviour in the digital advertising space. These legal challenges could reshape the digital search landscape, potentially providing opportunities for AI chatbots and other emerging technologies to gain a stronger foothold in the market.