#search-advertising

#search-advertising

Chrome, Google's browser, commands roughly 68% of the global market share. That's a staggering lead, with Apple's Safari trailing far behind at under 14%. No other competitor even registers in the double digits. For years, this synergy between search and browsing has created an unbreakable ecosystem, where users default to Google tools for convenience and familiarity. But the rise of artificial intelligence could upend this empire. AI isn't just a buzzword; it's reshaping how people interact with the internet.

From activities to cultural interactions, now more than ever, travelers want experiences, and GenAI is playing a pivotal role in helping them book trips that will meet or even exceed their expectations. A 2025 Phocuswright survey found that 78% of respondents felt GenAI improved trip planning, and Google is now incorporating AI-generated content into its search results. Now, instead of spending hours meticulously researching potential destinations, hotels and activities, travelers are getting AI recommendations, ideas and even full-blown itineraries with just a few prompts.

TikTok has shared some new data on the potential of its Search Ads, which place brand results into relevant search queries within the app. TikTok added Search Ads back in 2023, which, as noted, will display your ads within related search queries in the app. And with TikTok users conducting billions of searches in the app every day (TikTok says that total searches are up 40% year over year),

Other conduct rules that the CMA is considering include requirements in how it ranks its search results and for Google's distribution partners such as Apple to offer 'choice screens' to help consumers switch more easily between search providers.