Google’s dominance as the gateway to the internet is no longer as secure as it once seemed. According to the Wall Street Journal, some major publishers have reported a 30–55% drop in referral traffic since Google began rolling out AI‑generated summaries in its search results. At the same time, data from Similarweb shows Google’s global search market share has slipped below 90% for the first time in over a decade, with users steadily exploring alternatives. And a recent Reuters Institute survey found that over 40% of Gen Z now begin information discovery outside traditional search engines, turning instead to AI interfaces and social platforms.
It’s against this shifting backdrop that a new front has opened up in the fight for control of web traffic: the AI browser wars. Companies like Perplexity and OpenAI are no longer simply building apps or add‑ons; they’re embedding AI natively into browsers, challenging long‑established behaviours and threatening the ad‑funded foundations on which Google has been built.
Beyond Search: New Paths to Awareness
As traditional search weakens as the dominant entry point, consumers are discovering brands and content through a far more diverse set of channels. Here’s a quick snapshot of where awareness often begins today:
AI‑Powered Browsers on the Rise
One of the most visible challengers is Perplexity, whose new browser, Comet, integrates AI assistants directly into the browsing experience. Built on Chromium, it offers ad‑blocking, calendar integration and AI‑driven summarisation without the need for third‑party plug‑ins. Instead of a page of blue links, Comet delivers direct, citation‑rich answers—making it less likely users will click through to multiple sites.
Meanwhile, OpenAI is preparing to launch its own AI‑first browser, code‑named Operator. Due in beta for Plus users later this year, Operator aims to embed GPT‑style agents that summarise long‑form content, handle task automation and provide conversational navigation without ever leaving the page. This isn’t just another search box; it’s an entirely different way of engaging with the web.
Why This Is a Fight for Dominance
At the heart of this evolution is a battle for control of web traffic. For two decades, Google has monetised search by selling advertising against user intent, creating an ecosystem where ranking on the first page of results could make or break a business. But if AI browsers serve up instant, context‑aware answers, the click‑through model is disrupted. Fewer clicks mean less ad revenue, and the longstanding balance between search engines, publishers and advertisers is under pressure.
There are broader implications too. AI browsers are effectively new gatekeepers, deciding which sources are trustworthy enough to surface in their answers. They also raise questions around data privacy, many rely on extensive user data to personalise results, and energy consumption, given the heavy compute needed to run generative models at scale.
What Marketers Need to Know
For marketers, this is not a distant technical debate. It has real‑world consequences for how brands get discovered and how content drives engagement.
- Shift from SEO to GEO
Traditional SEO tactics focused on ranking in search results. Now, marketers must think about Generative Engine Optimisation—structuring content so AI systems can parse, summarise and cite it effectively. Rich metadata, clear authority signals and well‑sourced content are essential. - Prepare for Declining Referral Traffic
With AI summaries answering queries directly, marketers may see fewer visitors from search. This makes owned channels—like newsletters, communities and direct engagement—more important than ever. - Build Brand Authority
In an AI‑curated environment, only credible sources make it into summaries. Investing in thought leadership, research and being cited by trusted third parties will increase your chances of visibility. - Track Emerging Ad Models
As AI browsers grow, new advertising formats are likely to appear, from sponsored answers to AI‑powered recommendations. Staying close to these developments could create early opportunities. - Stay Alert to Privacy and Compliance
With new data collection methods powering AI browsers, marketers must ensure their strategies respect evolving privacy regulations and user expectations.
