Advertising investment in the formidable duo formed by “Search” and Ia shoots like a rocket

Artificial intelligence (AI) is mutating in a kind of second skin for the human race and promises to completely transform society and all kinds of activity. One of the sectors that are being more shaken by the frank entry into the AI ​​scene is advertising. This shows a recent Emarketer report that provides The advertising investment that makes its way in the search results born to the binomial formed by “Search” and will exceed this year the 1,000 million dollars only in the United States.

The “boom” of the AI ​​represents for Google, the undisputed king of searches, both an opportunity and a threat. It is an opportunity because the AI ​​gives the Mountain View company the possibility of selling advertising also in the results generated by AI that shows the user its celebrated search engine. And it is simultaneously a threat because Google today dominates the “Search” sector with a 79% market share that could contract as a result of the irruption of AI.

Currently, most of the income that arrives in the Alphabet coffers, the Google matrix, come from the huge amount of money that the Internet giant earns every year with the ads located in their wantedr. Only during the first quarter of the year Google generated advertising income of 66.9 billion dollars, 8.5% more than in 2024.

However, The virtually inexhaustible source of advertising income that constitutes the “Search” sector today could dry. After all, to search the user, the user not only uses Google only but also of chatbots of ia such as Chatgpt and Microsoft Copilot and also of search engines propelled by AI as perplexity ai and you.com. In addition, companies such as Perplexity AI have also broken into the bouquet of advertising, which could eventually steal Google part of the income that so far engulfed with searches on the network of networks.

The fusion of AI and “Search” is both an opportunity and a threat to Google

Google is not staying in any case of crossed arms and has not only developed an alternative to the famous OpenAi chatgpt, Gemini, but also but He has also begun to deploy advertising in the results generated with AI shown by his search engine (the so -called “AI Overviews”).

Advertising in the “ai overViews”which are summaries generated with ia that Google shows at the beginning of its results pages, It will initially make an appearance on mobile devices and later also in “desktop” computers. This advertising will be aligned contextually both with the user’s consultation and with the content of the “AI Overviews”.

The fact that the “Search” market is increasingly at the mercy of the shales caused by the AI ​​industry will probably also translate into changes in the way in which advertisers distribute their advertising expense. According to Emarketer, The investment engulfed by the duo made up of AI and “Search” will exceed 1,000 million dollars in 2025 only in the US market. And this figure, already extraordinarily voluminous, will shoot even more in the coming years.

In 2026 the advertising that makes its way in the results generated by AI in the search engines will bring together an investment of 2,000 million dollars (+99%) in the United States. AND In the subsequent years the investment will be further firing up to 4,770 million dollars (+130%) in 2027, the 12,640 million (+165%) in 2028 and the 25,930 million dollars (+105%) in 2029.

As the investment increases, the market share of the so -called “AI Search ADS” will also increase in the search engine advertising market in the United States. This market share, of just 0.7% in 2025, will grow foreseeably to 13.9% in 2029.

Even when the figures on the table by Emarketer are a very promising boat, Everything indicates that AI inevitably implies a threat to traditional search engines. In the results generated with AI that breaks into search engines, the information is shown, after all, directly to the user without necessarily having to click on any link and this reduces advertising impressions. For this reason, Emarketer believes that “Players” assigned to the “Search” market on their most traditional aspect like Google will probably show moderation when it comes to imbricating the AI ​​in their search engines and will not bet on this large -scale technology until they have specific data on their benefits.