Google vs. AI: Who Will Be the Winner?
Did anyone ever think that Google’s dominance over paid or organic search would come to an end? For the first time in 20+ years, Google is facing significant pressure, and it’s coming from AI. AI search solutions are upending the way searchers look for information and what kind of information they expect to find.
Recent research collected by StatCounter is showing that 83% of respondents found AI search solutions more efficient than traditional search. The most popular AI-driven search tools include Perplexity AI, ChatGPT, and Grok on X. As consumers try out these new options, Google saw its global market share drop below 90% for the first time since 2015 in October 2024.
Why Do Searchers Prefer AI?
While 80%+ market share is still overwhelmingly dominant, Google understands that this drop is just the beginning of long-term shifts in consumer preferences. That’s why you see Google introducing AI-generated results and the option for AI mode to their interface.
The real question here is, why do searchers prefer AI? As AI has improved and consumer confidence in the answers it provides has grown, users are finding they can get answers faster and with more accuracy than ever before.
According to Nick Reese, Adjunct Instructor at NYU, “The advantage with the new AI-enabled search results, or search products, is that they give you results in plain language. They can summarize things for you, give you links if you need more information, and provide good citations. They don’t just give you a link; they actually answer your question.”
Searchers are drawn to the ability to get an answer without having to read entire articles for a single nugget of information. Even better, the AI results will cobble together answers from several sources, providing links for deeper reading if needed.
When Do Searchers Prefer Traditional Search?
Will Google be completely replaced by AI? Certainly not. There are definitely times when traditional search holds an advantage over AI. Most notably, news and current events, where multiple sources are ideal for exploring information and points of view, will be a place consumers turn to traditional search before AI. Additionally, when consumers are not really sure what to ask or are exploring new topics, traditional search will likely win out over AI.
Another factor that will keep traditional search top of mind for consumers is the fact that AI is prone to what has been called AI “hallucinations.” This happens when AI doesn’t have enough data to make an informed decision and creates a response it deems as best. These responses can often be incorrect, leading individuals to turn back to traditional search for more informed information.
In fact, in the same survey where 83% of respondents said they found AI search more efficient, 67% of respondents also had issues with AI search tools generating verifiably false information often, frequently, or regularly. So, as with any new technology, it is imperative for those using AI to trust but verify the information they receive.
What Does This Mean for Fran Dev?
Fran Dev teams are in a unique position where they can benefit from both traditional search and AI. As individuals interested in opening or starting a business search for information they are likely to rely on traditional search. There really is no better place for exploring new topics and gathering information than on a search engine results page.
As candidates are exploring topics related to buying or starting a business, your ads and website content can help drive them to franchising and all the benefits that becoming a franchisee can offer. Ensuring your website has robust content about the benefits of franchising, how franchising compares to independent business ownership, and what your brand specifically offers will help to draw candidates down the sales funnel.
This is when AI can also benefit your brand. As candidates start to lean toward franchising, they may start searching for topics like:
What is the best franchise to own
What are today’s leading franchise brands
What are affordable franchisees to buy
The results they see are likely to include an AI overview that highlights industries, trends, or even brands in the results.
Candidates may at this time also turn to AI-driven search for detailed information on your brand and what benefits they can experience as a new franchisee.
Now more than ever, Fran Dev teams need to ensure marketing efforts speak to the entire journey future franchise owners take as they explore whether to open a business on their own or to join a franchise group. Robust website content that answers frequently asked questions, explores topics in depth, and provides up-to-date information can help drive candidates to your website through AI overviews, paid search positioning, and organic links.
