The search throne is getting crowded as Big Tech no longer bends the knee to GoogleGOOGL

. Last week, OpenAI unleashed ChatGPT’s new web search, while AppleAAPL

, MetaMETA

, and Perplexity have rolled out features of their own, clamoring for the crown. Despite Google’s two-decade reign, these disruptors believe they can reshape internet search — undermining Google’s cornerstone business as it becomes increasingly criticized for usability.

• A serious contender, ChatGPT’s search upgrade includes live news updates, sports scores, and stock prices — and the upcoming Siri integration in December threatens Google’s iPhone traffic.
• Meanwhile, Meta’s secretive search engine seeks to lessen Google dependence — already informing 185M weekly users and eying “more monetizable” search queries.

Game of Thrones Search: While rivals rush to capture part of the search market, Google’s moat runs deep. Its treasure trove of search query data provides unique insights that even the most sophisticated AI models can’t fully replicate. Plus, ingrained user behavior will make it challenging to shift away from the brand synonymous with search. However, as search options spread across chatbots, AI agents, and social media, Google’s ~89% market share in digital information might be more vulnerable than ever.