Generative Search Trends 2024

How Search Advertising Is Evolving as Google’s AI Overviews, Meta AI, and Perplexity Change the Search Paradigm

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

    1. Executive Summary
    2. Generative search has officially arrived
    3. Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
    1. Google’s default status will shield it against generative search challengers
    2. GenAI necessitates a holistic strategy across paid and organic search tactics
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Michael Cohen
    Horizon Media
    Executive Vice President, Performance Media
    Interviewed April 29, 2024
    James Schleicher
    Director, SEO
    Interviewed April 29, 2024
    Jim Yu
    Founder and Executive Chair
    Interviewed June 5, 2024

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    Evelyn Mitchell-Wolf


    Jacob Bourne
    Chris Keating
    Director, Research
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst