Recent research shows that 46–52% of users now begin their search journey with AI tools like ChatGPT. It feels like the era of “just Google it” is fading. And Google was, frankly, late to launch Gemini.
AI search is becoming a new pattern — convenient, purpose-driven, and ad-free. It engages with the user’s intent, not with paid placement. So yes, the rules are changing. Search behavior is shifting.
And Google? Many thought they were too slow to catch the wave.
But here’s the thing about good marketing: It’s not polarized. It’s rarely about “right” vs. “wrong.” It’s about choosing between two good options
Under the circumstances Google made a bold move: It integrated AI summaries right into the search results. A shortcut for the “young and experienced” segment. And the classic scroll-for-yourself lane for everyone else.
Now, whether it was their strategic foresight or a lucky pivot — I don’t know.
But from where I stand, it turned out to be a brilliant solution for a transition period.
A period where the world is moving toward intent-based AI search, but still deeply rooted in the habit of “googling it.”
Two lanes. Two user segments. And a well-protected advertising ecosystem.
Smart? From a user experience perspective — absolutely.
Because when habits are deeply ingrained, you don’t burn the road.
You add an express lane.
🔥 Takeaway: In marketing, there’s rarely a binary win.
The real power lies in strategy — knowing how to serve evolving behaviors and smoothly changing the system.
