AI’s Real Impact on Search So Far—What’s Coming Next, and Can Google Keep Pace? | Behind the Numbers

In this episode of Behind the Numbers, Marcus Johnson hosts analysts Jacob Bourne and Nate Elliot to discuss how AI has changed search. They explore the current state of AI's impact on search behavior, noting that while AI is increasingly used for information retrieval, traditional search engines like Google still dominate. The conversation covers the shift in click-through rates, the potential threat AI poses to Google's search monopoly, and Google's adaptation to AI through tools like Gemini and AI mode. The analysts also touch upon the generational aspect of AI adoption in search and provide recommendations for brands and agencies to start incorporating AI into their strategies.