People are moving their research, comparison and buying questions from the search bar to the chatbot. That changes advertising because the ad no longer sits next to the answer. It becomes the answer.
But do not confuse a new interface with Google disappearing. Google Search still reaches billions of people, and Google already puts AI answers in front of billions of them every month. Google is not outside the disruption. It is putting AI inside Search.
The real shift is the old page of blue links versus the AI answer. My base case: by 2035, the classic search page loses 1 in 3 of the searches where someone is about to buy, while chatbots, AI assistants and AI-led shopping capture a growing share of the budget.
The upside case is large. Ads inside AI answers could become a $300 billion-plus market once paid recommendations, product offers and direct purchases run inside chats people trust. That is a scenario, not a certainty. It depends on trust, clear labelling, regulation, and proof that the ads actually sell.
The biggest pressure lands on manual media buying. Platforms now automate the targeting, the buying and the testing themselves. Agencies do not disappear, but the ones selling execution alone will. The winners own AI-search strategy, creative, product data, measurement and brand safety.
I watched the Google and Facebook duopoly cut out the middlemen and go direct. AI does it again.
My call: the old search-results page loses power. The new battle is for who owns the answer, the recommendation and the transaction.
Tracking
