Google's search share falls below 90% - is AI the new king of search?
Google Pixel boasts 4% of market share in the U.S.
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Looks like the innovators dilemma is finally catching up with Google. After a decade of near-absolute dominance, its grip on the global search market is finally showing real cracks.
Google’s global search share dropped to 89%, marking the first sustained dip below 90% since 2015.
This isn’t just a blip. For past year it has hovered in the under 90% range, signaling a real trend as users shift their habits. What is driving this change?
Users want answers, not ads pretending to be answers
Users want real solutions to complex problems, not blue links
People are done scrolling through SEO sludge and digging through link farms. Just get straight to the point dammit!
Clayton Christensen’s theory of disruptive innovation is highly relevant to Google’s current situation and Google knows it. The theory highlights that disruption thrives when new entrants redefine value propositions. Google’s creation of Alphabet in 2015 exemplifies a structural solution to this dilemma. By splitting into autonomous subsidiaries (e.g., Waymo, Verily, DeepMind), Google insulated disruptive projects from the financial pressures of its core search business, allowing them to experiment with moonshot ideas without immediate ROI expectations. They tried very hard.....but the gig is up!
A couple of decades ago, when browsers were still relevant, Microsoft won the browser wars but were disrupted by Google which redefined search as the starting value proposition for the internet. Now the AI native competitors - think Perplexity, ChatGPT, DeepSeek, Grok etc - are gaining traction at a very high speed.
The stock price is where it was over a year ago. Even after the recent rally, it is still trading below the 55 & 200 day averages on the daily chart. And there is a bearish RSI divergence on the weeklies.
AI search is eating Google's lunch. Thoughts?
“Despite praise from professional gadget reviewers and happy Pixel owners — including me — about 96 percent of American phone buyers pick something other than a Pixel.”
https://www.washingtonpost.com/technology/2025/08/19/best-android-phone-google-pixel-apple-samsung/