Google remains the most popular search engine in the world with a market share of 92%.
As a result, it is difficult to imagine the internet without Google.
However, with the rise of Artificial Intelligence (AI) innovations, there is a possibility of a shift in the way we search the web.
Google continues to dominate the search market with 92% of the market share.
However, with advances in AI technology, the way that we search the web may be about to change.
Tech news outlet, Sky News, explored how AI could impact search, noting that the technology can help better understand search intent and provide more personalized results.
Whilst AI has benefits, critics argue that it may lead to less competition and innovation within the search market.
Sky News reported that some experts believe that there are already "significant risks of AI leading to monopolistic behaviours, as big tech companies such as Google and others have the resources to pour into research and buy up smaller start-ups that could potentially offer competition".
However, others argue that using AI in search engines could foster more competition by allowing smaller companies to more easily enter the marketplace.
As data scientist, Dr. Dimitrios Tsivrikos, tells the Express, "The emergence of AI technology has further empowered small businesses and start-ups, as it is able to make the internet experience for users more personalized and, as a result, help support more niche markets and services."
Overall, it remains unclear exactly how AI innovations will impact the search market.
However, what is clear is that Google's dominance of the market is set to continue, at least for the time being.