The AI-assisted search revolution will take place primarily on the nonretail battleground, which is still dominated by Google. But Google lost share of the market last year, and Microsoft and Apple are starting to appear a little closer in Google’s rearview mirror.
Despite these evolving market dynamics, Google will remain the biggest player in search for the foreseeable future. Unless, that is, someone—perhaps Samsung or Apple—disrupts the delicate balance of agreements that keeps Google as the default search engine on most smartphones and browsers.
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