AI Threatens Google's Search Supremacy

The Rise of Large Language Models in Everyday Life

Anja-Sara Lahady, a lawyer and legal technology consultant based in Montreal, Canada, used to rely on Google for any online research or information. However, her habits have shifted dramatically with the rise of artificial intelligence. Now, she turns to large language models (LLMs) like OpenAI's ChatGPT for everyday tasks that don't require legal expertise.

“I’ll ask it how I should decorate my room, what outfit I should wear, or even what to make with three items in the fridge,” she explains. These simple queries, which once took her time and effort, now get quick and practical answers from AI. For Lahady, LLMs have become an essential tool, acting as a second assistant in both personal and professional life.

Her usage of LLMs has surpassed traditional search engines in the past year, especially as these models have become more powerful and versatile. While she avoids using them for complex legal reasoning, she relies on them for low-risk tasks such as drafting emails, writing code, or finding accounting software for her business.

Lahady is not alone in this shift. More people are turning to LLMs like ChatGPT for recommendations and everyday questions. According to Demandsage, a data and research firm, ChatGPT now has over 800 million weekly active users, doubling from 400 million in February 2025. Although traditional search engines like Google and Microsoft’s Bing still dominate the market, LLMs are gaining significant traction.

Research firm Datos reported that in July, 5.99% of desktop browser searches went to LLMs, nearly double the figure from a year earlier. This growth highlights a changing landscape in how people access and process information.

Professor Feng Li, associate dean for research and innovation at Bayes Business School in London, notes that one reason people are drawn to LLMs is their ability to reduce cognitive load. Instead of sifting through multiple links, users receive concise summaries they can easily edit and refine. LLMs are particularly useful for tasks like summarizing long documents, drafting initial content, and exploring hypothetical scenarios.

However, Li emphasizes that outputs from LLMs still need verification due to potential hallucinations or factual errors. Despite this, the use of AI tools continues to expand, with companies adapting their strategies to align with new user behaviors.

Google, for instance, denies that LLMs are negatively impacting its search engine. The company claims that overall queries and commercial searches continue to grow, with its new AI tools contributing to increased usage. Features like AI Mode and AI Overviews aim to provide more conversational and tailored responses, enhancing the user experience.

The impact of LLMs is also evident in the legal and business sectors. During a recent antitrust trial involving the US Department of Justice and Google, a top Apple executive noted a decline in Google searches on Apple devices via Safari for the first time in over two decades. This suggests that LLMs may be influencing user behavior in significant ways.

Despite this, Professor Li believes that search engines will not be entirely replaced. Instead, a hybrid model is likely to emerge, where users employ LLMs for specific tasks while relying on traditional search for others, such as shopping, bookings, and verification.

Companies are also adjusting their marketing strategies to reflect this shift. Leila Seith Hassan, chief data officer at Digitas UK, explains that understanding which sources LLMs consider authoritative is crucial for businesses. In the UK beauty sector, for example, news outlets and review sites like Vogue and Sephora are heavily referenced, while in the US, brand websites and press releases hold more weight.

This trend could significantly impact consumer behavior. Ms. Seith Hassan notes that people who use AI to search for products are more likely to make purchases. Referrals from LLMs often lead to higher-quality conversions, indicating a growing influence of AI in driving sales.

Hannah Cooke, head of client strategy at media and influencer agency Charlie Oscar, shares similar experiences. She started using LLMs in a more strategic way about 18 months ago, primarily relying on ChatGPT for personal and professional tasks. From skincare recommendations to travel planning, she finds LLMs more efficient than traditional search methods.

“ChatGPT saved me hours of research when planning a recent trip to Japan,” she says. “It helped me find restaurants with vegetarian dishes and plan a two-week itinerary without having to visit multiple websites.”

As LLMs continue to evolve and integrate into daily life, their role in shaping how people access information, make decisions, and interact with brands is becoming increasingly clear. Whether for personal convenience or professional efficiency, these models are redefining the digital landscape.