The way people search for information online is changing. For over a decade, Google has reigned supreme in the search arena, maintaining an impressive 90% market share and processing an astounding 14 billion daily searches. However, the emergence of ChatGPT and other AI-powered search tools is challenging this dominance in ways we haven’t seen since Google’s own rise to power.
The rise of conversational search
ChatGPT’s growth trajectory has been nothing short of remarkable. The AI chatbot reached 1 million users in just five days after launching and 100 million users in two months, demonstrating an unprecedented appetite for conversational search experiences. While Google still processes significantly more daily searches than ChatGPT (117 times more according to platform statements), the gap is narrowing, and the implications for digital marketers are profound.
What makes this shift particularly interesting is the demographic driving the change. Research indicates that more than 45% of ChatGPT users are under 25, with approximately 56% being male. This younger demographic is essentially rewiring how search behaviour works, moving away from the keyword-focused queries that have dominated SEO strategies for years.
A new language of search
The most striking difference in user behaviour is evident in query length. According to e-marketer data, while the average Google search contains just 4.2 words, ChatGPT users employ an average of 23 words per prompt. This represents a fundamental shift from fragmented keyword searches to natural, conversational queries that more closely resemble how people actually think and speak.
However, there’s a crucial caveat for businesses to consider: SEMrush research shows that only 2.3% of ChatGPT prompts are transactional in nature, with the majority (70%) being assistant-type queries. This suggests that while users are comfortable asking AI for information, they’re not yet ready to make purchases through these platforms at scale.
The promise of faster intent-to-outcome
One of ChatGPT’s most compelling value propositions is its ability to streamline the journey from question to answer. Traditional search often requires multiple queries and website visits to find comprehensive information. For example, someone researching mortgages might search for “mortgage rates,” then “first-time buyer mortgage rates,” followed by “mortgage rates for self-employed,” and so forth.
In contrast, AI-powered search can handle complex, multifaceted queries in a single interaction. A user can simply state, “I need a first-time buyer mortgage,” and the AI agent can ask clarifying questions to provide tailored recommendations immediately. This efficiency is particularly appealing to younger users who value speed and convenience above all else.
Financial services: the next frontier
The financial services sector appears poised to follow retail into chat-based conversions. Just as e-commerce has embraced chatbots and messaging platforms for customer service and sales, financial institutions are beginning to explore AI agents for mortgage advice, investment guidance, and banking services.
This trend suggests that AI assistants will soon handle not just information gathering, but actual purchasing decisions for finance platforms. For financial services companies, this represents both an opportunity and a challenge: how to maintain brand visibility and customer relationships when AI agents increasingly mediate the discovery process.
Market share projections paint a fragmented future
Recent industry data suggests the search landscape is evolving. According to Search Engine Land, Google’s search market share has dropped below 90% for the first time since 2015, while they predict ChatGPT could cross the 1% market share threshold by 2025.
First Page Sage’s 2025 report indicates ChatGPT already commands 9.0% of queries, representing significant growth for a platform that emerged only recently. While specific long-term projections vary among analysts, these developments indicate the search market is becoming increasingly competitive, with AI-powered alternatives beginning to challenge Google’s traditional dominance.
This fragmentation extends beyond just ChatGPT. Users’ attention is being split across numerous platforms, including Instagram, TikTok, Amazon, YouTube, LinkedIn, Pinterest, and various AI agents. For marketers, this means developing multi-platform strategies rather than relying heavily on Google’s ecosystem.
Preparing for the new reality
The integration of advertising into AI-powered search is inevitable. Google has already begun incorporating ads into AI-generated summaries, and ChatGPT is expected to introduce advertising to its free version. This evolution will create new opportunities for businesses to reach audiences, but it will require different approaches than traditional search advertising.
Voice search is also experiencing a renaissance with new devices and interfaces making conversational AI more accessible. Smart speakers, AI assistants, and emerging technologies are making voice-based queries more natural and prevalent.
Strategic implications for UK businesses
For UK businesses, these changes demand a strategic response. Companies should begin experimenting with AI-optimised content that answers complex, conversational queries rather than focusing solely on traditional keyword optimisation. Building brand authority and thought leadership becomes even more critical when AI agents are curating and synthesising information from multiple sources.
The rise of conversational search also emphasises the importance of structured data and clear, comprehensive content that AI systems can easily parse and understand. Businesses that adapt early to these new search behaviours will be better positioned to maintain visibility as the landscape evolves.
The search revolution is not coming – it’s already here. While Google remains dominant today, the rapid adoption of AI-powered search tools signals a fundamental shift in how people discover information and make decisions online. UK businesses that recognise and adapt to this change now will be the ones that thrive in the fragmented search ecosystem of tomorrow.