For nearly three decades now, Google has been more than just a household name – it’s been the go-to tool for everything we do and question, from answering the smallest of trivia questions to guiding major business decisions. In many ways, it has become so ingrained in daily life and commerce that alternatives barely seem to register.
For businesses in particular, visibility on Google often determines success or failure – that is, in terms of a company being visible and searchable for potential clients and customers as well as in terms of the efficacy of the content they produce on the internet.
But with new competition on the horizon and growing scrutiny from regulators, the question is starting to emerge (and in many ways, it’s shifting) – have we become too dependent on Google, and is that dependency finally about to shift? Or, has it already started to change right under our very noses?
The Power of a Near-Monopoly
Google’s dominance in search has been nothing short of extraordinary. According to both StatCounter and SemRush, about 90% of global search traffic flows through its engine, giving the company unprecedented control over how information is accessed and prioritised.
For businesses, this has meant tailoring websites and marketing strategies almost exclusively to Google’s algorithms. Entire industries – copywriting and SEO, digital marketing, analytics – exist purely because of Google’s influence. This becomes even more evident when Google makes changes to its algorithms, as it often does – the copywriters and SEO experts of the world lose their marbles and scramble to figure out what Google has decided to prioritise in its search algorithms.
This has created a world where Google is effectively the gatekeeper of the internet. If a company doesn’t appear on the first page of results, it might as well not exist at all. Paid advertising, keyword bidding and algorithm updates can make or break a business overnight. Honestly, the word “dependence” doesn’t quite capture it – Google has become a lifeline, of sorts, and straying away from it simply hasn’t really been an option.
Naturally, this dominance has raised red flags. Regulators in the US and Europe have questioned whether Google has abused its market position. The latest development – that is, a court order requiring Google to share data with rivals – marks another step in an attempt to rein in monopolisation. But, Google has asserted that the landscape is already shifting, thanks to the rise of AI, and that its once unassailable grip on search may be loosening. Essentially, they’re saying we regulators don’t need to worry about monopolisation, because the opportunity for this no longer exists, even if they were to try their luck.
Thus, the question we should be asking is, does this response hold water, or is Google just trying to avoid having further restrictions imposed upon it?
There’s no question about the fact that the multi-billion-dollar tech giant has a lot to gain from not being subject to further monopoly-related restrictions, but they’re not even denying that – the thing is, they actually may very well be right in arguing that AI has already changed the landscape of the industry and sector more broadly.
The AI Challenge
The truth is, for the first time in years, Google faces genuine competition. AI-powered platforms like ChatGPT, Claude and Grok are increasingly being used as search tools in their own right. While they’re not traditional search engines, their ability to generate nuanced, conversational answers often feels more useful than clicking through a dozen blue links.
Instead of sifting through multiple pages of results, users can ask a chatbot for a summary, a recommendation or even step-by-step guidance. This fundamentally changes the way information is consumed. In many cases, the AI response cuts out the need to interact with Google altogether.
For businesses, this could prove both exciting and daunting. If consumer behaviour shifts away from Google search, the painstaking strategies built around ranking and advertising may lose some of their value. At the same time, it opens opportunities to engage audiences in new ways, optimising content for AI-driven discovery rather than just traditional search.
For those who asserted that Google was virtually untouchable in terms of competition, they have been right in terms of direct competition, but what nobody (or at least most people) didn’t see coming was a complete transformation of the game entirely, and that’s what AI has done.
Has the Tide Already Turned?
Google has positioned itself as both vulnerable and confident. On the one hand, the company insists that competition in the search space is fiercer than ever, pointing to AI as proof that it no longer holds a monopoly. On the other, it’s frantically rolling out its own AI-powered search tools, such as Gemini, to ensure it doesn’t get left behind. It’s arguing that it doesn’t have complete control while simultaneously trying to hold onto as much control as possible.
The irony is that while regulators are trying to prevent further monopolisation, Google is pointing to AI as the reason such efforts may already be redundant. The ship has sailed, it argues, because users are flocking to other platforms. The reality is more complicated. While AI tools are growing fast, Google’s infrastructure, reach and sheer ubiquity are not disappearing overnight. For now, it is still the default for billions.
What This Means for Businesses?
The real question for businesses is whether to hedge their bets (and where to put them).
First and foremost, relying solely on Google is beginning to look riskier than ever. If AI becomes the dominant way people search, companies will need to rethink their strategies. This may mean creating content designed to be easily summarised by AI models, building brand presence across multiple platforms or investing in new technologies altogether.
At the same time, diversification isn’t just about visibility. Businesses also need to consider their dependence on Google for tools beyond search – Google Ads, Google Analytics, Gmail and Google Workspace. The ecosystem is so tightly integrated that stepping away feels almost impossible. Yet, it goes without saying that every dependency comes with risk. Whether it’s changes to terms of service, rising costs for ads, or privacy controversies, being tied too closely to a single company leaves businesses vulnerable.
A Turning Point Or Just a Tremor?
So, have businesses become too dependent on Google? Almost certainly. But the bigger issue is whether that dependency is sustainable in the long run. For years, Google’s dominance seemed untouchable, but now, with AI reshaping the search landscape and regulators demanding change, cracks are beginning to show.
This doesn’t mean businesses should abandon Google overnight – it remains the world’s most powerful search tool. However, it does suggest that those who diversify early, experiment with AI platforms and prepare for a more fragmented search environment will be in a stronger position when the balance eventually shifts.
Google may still be king, but the crown is starting to slip. And, for businesses, the smartest move might be to prepare for a world where no single platform holds all the power.
