How AI Disruption is Changing Search in 2025

For decades, Google has been the undisputed king of search. Its algorithms haven’t just organized the internet — they’ve shaped how content is written, how websites are built and how businesses drive digital growth. But recent developments are beginning to shift that dominance.

In recent months, Google’s global market share in search has slipped below the 90% threshold for six of the last seven months — a line it hadn’t crossed since 2015. While a sub-1% dip may seem small, it marks a significant trend in a digital landscape long characterized by Google’s near-monopoly. At the heart of this shift? The rapid rise of AI-native search alternatives, changing user behavior and growing regulatory scrutiny. Even Apple’s own shift away from default Google Search in Safari, with executives testifying that AI options like ChatGPT may soon be integrated, adds yet another layer of disruption.

Google’s AI Makeover: A Defensive and Offensive Strategy

Facing pressure from both Wall Street and Silicon Valley, Google is undergoing a dramatic overhaul of its core product. The introduction of “AI Overviews” and the newly unveiled “AI Mode” mark a major reimagining of how Google delivers search results.

Instead of the traditional list of blue links, AI Mode responds with chatbot-style, conversational answers. These changes are powered by Gemini — Google’s proprietary AI model — and are designed to compete with fast-growing challengers like ChatGPT, Perplexity, and Microsoft’s Bing, which is now integrated with OpenAI’s language models.

Google claims AI Overviews now reach 1.5 billion monthly users and that Gemini has gained significant traction for queries like product research and price comparisons — an area where Google still holds a competitive edge. But it’s not just about user experience. Google is also testing contextual ads within AI Mode, aiming to maintain its search ad revenue even as it experiments with new interfaces.

What’s at Stake for Businesses and Marketers

The rise of AI-driven search isn’t just changing Google rankings — it’s reshaping how businesses get discovered, how brands tell their stories and how customers make decisions. But the impact looks different depending on the industry.

Here’s how AI search disruption plays out across key sectors:

Healthcare Providers and Systems 

Hospitals, clinics and healthcare organizations have long relied on local SEO, physician listings and search visibility to attract patients and build trust. With AI now delivering health summaries and recommendations directly, your website or blog may no longer be the first point of contact. Google’s New AI mode search platform is now pulling in Google Business profiles 

Opportunity: Develop content that demonstrates experience, expertise, authoritativeness and trust (E-E-A-T) so AI systems surface accurate, positive signals about your organization, services and reputation. Ensure your Google Business profile is up to date, with strong Q&As and reviews to rank for local searches in AI search engines. 

Financial Institutions and Banking (B2C + B2B)

Community banks, credit unions and financial service providers depend on local search, reviews and educational content to bring in customers. But AI is increasingly offering financial advice, comparison tools and recommendations directly within search, reducing opportunities for click-through.

Opportunity: Build hyperlocal authority, expert-led financial education and strong community presence to stand out from national competitors and maintain visibility in AI results. Keep Google Business profiles up to date, using a citations tool to map NAP information across business directories and focus on gaining and responding to reviews. 

Consumer Packaged Goods (CPG) and Direct-to-Consumer (D2C) Brands (B2C)

Brands like City Brew Coffee or Bio-K+ rely on product discovery, traditionally driven by Google, Amazon or retail site searches. With AI now summarizing product reviews, rankings and recommendations, the customer journey can skip over your direct channels.

Opportunity: Strengthen brand storytelling, gather authentic customer reviews, leverage influencer content and ensure structured product data is in place so AI-powered recommendations feature your products. 

Outdoor Recreation and Travel

Outdoor brands, tourism companies and adventure services, like Recreational Adventures Co., rely on search to inspire, inform and drive bookings. As AI tools summarize travel recommendations or outdoor gear comparisons, brands risk being bypassed if they are not part of those curated summaries.

Opportunity: Focus on creating rich, visual and interactive content (such as maps, guides or videos) that AI platforms can reference and include in their outputs. 

B2B Services and Industrial Brands

For B2B companies — whether industrial, SaaS or logistics — search has been critical for lead generation and buyer research. With AI increasingly offering supplier lists, recommendations and summaries, standing out is more challenging if you rely solely on web rankings.

Opportunity: Produce high-authority resources such as case studies, technical guides and white papers that AI tools can reference, reinforcing your business as a trusted solution for potential buyers. Distribute press releases regularly, focus on gaining earned media attention and keep social profiles active with regular branded content on your services and accolades. 

The Future of Search Presents a Dynamic, AI-Powered Opportunity

AI is transforming search and discovery, and its impact is far from one-size-fits-all. Businesses need strategies tailored to their industries, audiences and the specific ways customers now make decisions across an evolving digital landscape.

Google remains a major player, but it’s no longer the sole gatekeeper to online visibility. As AI reshapes how users interact with information, businesses and agencies must move beyond outdated SEO tactics and embrace new approaches that prioritize agility, authority, and multi-channel reach.

At Kinetic Marketing & Creative, we see this not as a threat, but as a moment to lead, helping our clients stay relevant, credible and competitive in a search environment defined by AI innovation and shifting customer journeys.