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With the new AI search, Google is changing the internet as we know it

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With the new AI search, Google is changing the internet as we know it

Google is announcing a new era in which search becomes a personal agent based on artificial intelligence, connecting emails, documents, user preferences, and live information from the web. The move undermines the foundations of classic e-commerce, internet search (which is becoming AI-based) and requires content creators, e-commerce sites, and email marketers to adapt to a new reality.

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For years, Google’s search engine reigned supreme, serving as the undisputed gateway to the internet.

Much like the slogan of the Yellow Pages – “If you’re not there, you don’t exist” – websites rose or fell, and businesses flourished or withered depending on their placement in Google’s search results.

But like many dictators, the once-unchallenged ruler began to look like a dated Soviet tractor almost overnight, when OpenAI launched ChatGPT on November 30, 2022.

I can attest that I’ve barely searched through Google for the past several months. Instead, I’ve relied on ChatGPT Business and Perplexity Pro. As the creator of the crm.buzz blog and podcast – celebrating its sixth anniversary (the first article was published in May 2019) – where I’ve invested significant efforts to make it the leading Hebrew resource on email marketing and deliverability, I’m genuinely concerned. A considerable portion of the site’s traffic comes from keywords relevant to the field. This shift compels me, and many other content creators, to rethink our strategy and adapt to an era where search is performed differently.

Since the launch of AI-based search with ChatGPT, Google has only grown

Since the rise of AI-powered search with ChatGPT, Google has only grown. Rand Fishkin, founder of Moz and SparkToro – one of the most influential figures in SEO – recently shared insights about dramatic shifts in web traffic patterns. According to him, the decline in Google’s click-through rates (CTR) has been ongoing for around seven years, well before the “AI era,” but it’s only gaining media attention now due to the AI hype.

He argues that although Google compensated for the CTR drop by massively increasing search volume, and despite assumptions that AI search hurt it, Google’s search activity actually grew by about 20% in 2024.

sparktoro google search 2024 market share
Google search in 2024 vs. search on other engines and ChatGPT. From a study by SparkToro. Click to source

The graph from SparkToro shows that Google’s search volume in 2024 still dwarfs that of AI tools and other search engines. While AI-based search is growing, its current search volume is still lower than other engines. Nevertheless, the overall trend shows a consistent drop in CTR, and in 2025, this growth appears to be slowing down.

Fishkin emphasizes that Google isn’t solely or even primarily to blame. He points to a broader trend that began over a decade ago when Facebook started keeping users within its platform rather than directing them elsewhere. Twitter, Instagram, TikTok, LinkedIn, and others followed suit – leading to a dramatic reduction in traffic to independent websites.

Even AI tools like Google’s Gemini and ChatGPT behave similarly – they act as “sophisticated autocomplete engines” but pass on less than 0.2% of traffic to external sites.

Interestingly, Fishkin notes that “deep traffic” – actual visits to websites – might be increasing since users still need to complete actions (like purchases) on-site. Yet, the main conclusion is that traffic is becoming a “vanity metric” – not necessarily reflecting true value. Focusing on SEO alone is no longer enough.

He believes that effective digital marketing in the new era requires a strategic shift: don’t wait for search traffic – reach audiences where they already are, whether on social networks or within AI-powered apps. The mission is to build awareness, memorability, likability, and trust – through smart messaging, meaningful differentiation, accurate distribution channels, and a constant readiness to test and improve.

Alpha Dog – Google is changing the rules of the game

Many have prematurely written off Google. For a long time, it appeared to be in shock – a deer in the headlights of the oncoming AI truck. But it seems that Google kept quiet, studied its competitors’ missteps, and is now ready to strike from its market-dominant position.

At the recent Google I/O 2025 developer conference (May 20–21), Google announced a slew of breakthroughs, signaling nothing less than a revolution in generative AI. From jaw-dropping video generation models to other innovations, let’s focus on what’s relevant to search and e-commerce.

Beneath all the flashy AI innovation lies a deeper shift – one that could significantly impact small e-commerce sites and independent content creators.

AI Overviews and AI Mode

Google has begun rolling out “AI Overviews” in Israel as well, showing summaries and links to external site content. The main innovation announced is “AI Mode,” which will launch first in the U.S. and later expand globally. This new search interface allows for deep, contextual, personal, and interactive search like never before.

Instead of linear results, Google builds a comprehensive response that includes text, links, maps, graphs, and personalized recommendations – all based on your search history, emails, subscribed newsletters, documents, and other preferences (with user consent). For example, you could ask Google to find an apartment within a budget, in a preferred location, near a laundromat – and receive not just a list of listings, but a virtual agent that fills out forms, filters options, and schedules a tour.

This means that small content sites and e-commerce stores without rich, up-to-date, structured data may be pushed out of search entirely. Even the phrase “search results” might become obsolete. Google’s agent doesn’t deliver a “list of results” – it provides a complete solution. Sites lacking fast connectivity, clear data structures, or accessible product/content information will be excluded from this new user experience.

A dramatic change in the way e-commerce is carried out

In shopping, Google also revealed new capabilities. For instance, a user could search for a dress in a preferred color and budget, and Google would not only find it but track price drops, autofill purchase details, and complete the order – no manual input required. A new virtual try-on feature will even show how clothes fit your body using your photo, including fabric stretch and fit.

Search and Content: A New Game

Google’s content search experience is now comparable to ChatGPT. It can break complex questions into subqueries, run hundreds of searches simultaneously, and compose one detailed, transparent, and sourced answer – fast and in high quality. Google essentially now offers its own GPT-like experience (Gemini), with both free and premium versions.

Content sites that don’t provide original, accurate, and structured information will struggle in an environment where Google offers one smart answer instead of 10 search results.

Is content still king?

From the perspective of small site owners, this is a wake-up call. In the age of AI—now also Google’s AI—the question is not only what we write or sell but how AI engines interpret it. Content that isn’t extractable, well-defined, or optimized for the new engines-or that lacks clear value-will be left behind.

E-commerce and content site owners must act now: implement data schemas, offer rich multimedia experiences, create personalized content for diverse audiences, and understand that writing for readers is no longer enough – content must pass through an AI editor to reach users.

Email Marketing in the AI Search Era

Google’s new Gemini-based system can craft smart, personalized email replies based on your tone, idioms, Drive documents, and conversation history. This raises expectations for authentic communication – generic messages will lose effectiveness. Marketers must adopt a more personalized style.

Google also connects search with personal data (with consent) from email, calendar, and docs. This means marketing emails may appear in search results – like event invites or promotional offers. Therefore, newsletters and service updates must be clearly written, structured, and understandable by AI.

Google’s auto-purchase agent can track prices, fill out forms, and complete orders independently. In this world, CTAs in emails must suit not just people but algorithms. Structured data like price tags, availability, size, and color are essential for discovery and integration.

Visual content is now critical. Features like virtual try-on and visual search mean emails must include rich visuals, interactive descriptions, and personalized experiences. Landing pages must support multimedia and personalization.

With “Deep Search,” Google breaks down every query into dozens or hundreds of sub-questions. Email content is analyzed like a website. If it’s unclear or lacks structure, it won’t appear. Emails should use clear headings, consistent structure, live text, and mark important elements like dates, prices, and locations.

Looking Ahead: Thoughts on AI-Powered Search

While Google showcases innovation, a deeper trend of consolidation and control over information flow is underway. Small sites must not just adapt to Google’s algorithms but rethink their entire marketing value chain. It’s no longer about ranking a page, but building presence, influence, and recognition in a world shaped by AI mediators.

If Google was once the gateway to the web, it now aspires to be the web – a walled garden. The main purpose people turn to search for – finding information – may become redundant. As with past summaries and snippets, AI-powered answers will appear at the top of results, removing the need to click through.

Most users won’t need to leave the safe bounds of Google’s garden. And don’t forget: Google also owns Workspace, Android, Chrome, and more.

This dependency is troubling in terms of competition – and possibly even for users.

The only force that may curb Google’s growing power is regulation. Google currently faces two major antitrust lawsuits in the U.S. over its monopolistic behavior.

There are calls to split Google’s major assets – the search engine and Android. Against this backdrop, Google’s latest announcements may seem defiant. Perhaps its relentless quest for market control will ultimately lead to its decentralization – or at least, some limitations.

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Further reading

To All Videos & Announcements – Google I/O 2025 Keynote
Sella Yoffe
CEO , 

Email Deliverability & Email Marketing Expert 

Helping global email senders, startups, digital agencies, and ESPs with email deliverability, email authentication (SPF, DKIM, DMARC, BIMI), and email & content strategy

Podcast creator & Blogger @ CRM.BUZZ & EmailGeeks.Show

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