When OpenAI’s ChatGPT burst onto the scene in late 2022, Google appeared flat-footed despite years of calling itself “AI-first.” The shock forced the search giant into a three-year overhaul, reshaping its business and embedding generative AI into core products.
OpenAI’s Rise
This month, Google launched Gemini 3 directly inside Search, signaling its comeback. Yet existential questions remain: ChatGPT has become the “Kleenex” of AI, and publishers worry Google’s AI Overviews reduce traffic and revenue. While Google insists search queries are rising, critics warn the web’s business model is at risk. Still, with unmatched scale and distribution, Google may ultimately thrive.
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