Generative Search Trends 2024

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

Report by Evelyn Mitchell-Wolf  | Jun 26, 2024
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Executive Summary
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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
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.
Topics
Search Ad Spending
US
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
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

    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

    Charts in This Report

    Meta AI Could Surpass ChatGPT in Monthly Users Thanks to Its Built-In AudienceGenerative Search Is More Convenient For Explorative and Some Informational Queries, But Trust Remains An Issue
    SMBs Are More Likely to View Their SEO Efforts as Effective if They Leverage AI Tools

    Interviewed for This Report

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

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    authors

    Evelyn Mitchell-Wolf

    Contributors

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