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Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
Google’s default status will shield it against generative search challengers
GenAI necessitates a holistic strategy across paid and organic search tactics
EMARKETER Interviews
Sources
Media Gallery
About This Report
The introduction of Google’s AI Overviews has thrust generative search into the mainstream. But Google’s not the only player incorporating generative AI into search functions.
Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
Google’s default status will shield it against generative search challengers
GenAI necessitates a holistic strategy across paid and organic search tactics
EMARKETER Interviews
Sources
Media Gallery
Generative AI (genAI) is transforming search—and search advertising. Google’s now showing AI-generated summaries to the general public for certain queries, injecting an element of unpredictability into the biggest search platform.
Key Question: How will the search market adapt to Google’s AI Overviews?
Key Stat: Google will attract 70.5% of traditional search ad spending in 2026, per our forecast, making its search business more than 10 times the size of Microsoft’s.
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Table of Contents
Executive Summary
Generative search has officially arrived
Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
Google’s default status will shield it against generative search challengers
GenAI necessitates a holistic strategy across paid and organic search tactics
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry