Google executives are worried about the future of their search engine. Indeed, Search is losing traffic to artificial intelligence like Gemini or ChatGPT, according to an internal document dating from October 2024.
Thus, faced with this inevitable scenario, they are calling for urgent monetization of Gemini with various features. But that's not all, because other strategies must be implemented in the near future to avoid Google's decline.
Such an alarming situation?
If Google's leaders are alarmist about this scenario, it must be understood that in 2024, this browser will have generated nearly $200 billion in revenue. A substantial sum, but one that will not support this American giant.
It must be said that in the last two years, Google has launched several AI-based features, such as AI Overviews, which is revolutionizing searches, or AI Mode Gemini.
But this new technology is gaining momentum, and users seem to be turning to it, rather than Google. And yet, according to SEO consultancy OneLittleWeb, the number of visits to the top ten chatbots in 2024 represents only 2.96% of global traffic.
Still according to this study: “Even in March 2025, average daily visits for search engines reached 5.5 billion, while chatbots only recorded 233.1 million, creating a gap of nearly 24 times in user engagement.” Therefore, Google could have a bright future ahead of it, provided it implements an adequate strategy and finds new types of revenue.
A revival for Google and its AI features?
Faced with the threat generated by AI, Google executives Liz Reid, Vidhya Srinivasan and Nick Fox seem to envisage three scenarios according to our colleagues at Search Engine Land: “We have three options: (1) search does not degrade, (2) we lose search traffic to Gemini, (3) we lose search traffic to ChatGPT. (1) is preferable, but the worst scenario is (3), so we should support (2)!”.
Therefore, losing search volume to Gemini is the worst possible situation for Google. And in the face of this, Srinivasan wants to monetize this software as quickly as possible, given that it has significant potential as an advertising platform.
But that's not all, because the implementation of a "connected strategy" is also under consideration. And it will have to take place when Gemini returns to research and development of purchasing solutions.
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