Rafael Lopez de Azua

📋 Google's global search engine market share dropped below 90% in Q4 2024, for the first time since 2015, with a U.S. share of ~87% in December 2024. Bing holds 4% globally, while ChatGPT's AI search is projected to reach ~1% by 2025, with referral traffic growing 44% month-over-month in late 2024. A Capgemini survey found 3 in 5 consumers prefer generative AI tools over traditional search for shopping, with Gen Z and Millennials leading this trend. Consequently, 1/3 of shoppers used social media for product discovery in 2024, a jump from 1/4 in 2023. Advertisers now face a splintered path to consumers, requiring diversified strategies beyond traditional search. AI-driven ad platforms, such as Google's Performance Max and Meta's Advantage+, offer efficient campaign management but reduce transparency and control. The rise of AI agents presents challenges by fetching data without direct website visits, prompting concerns over web traffic classification and necessitating a nuanced approach to traffic management. Brands may need to ensure visibility within AI platforms as the industry adjusts to a "zero-click" world.