Since ChatGPT introduced the ability to display website names and clickable links to sources, it has generated a lot of buzz in the web community. This new feature enables users to get answers that directly link to websites for suggestions, services, and businesses. As of late 2024 and early 2025, some business owners have reported not only receiving web traffic from ChatGPT but also converting these visits into leads and sales through their web forms. Additionally, links to review platforms like Yelp, Trustpilot, BBB or OpenTable are appearing in responses, meaning users searching for local businesses or reviews, such as “best pizza in town” or “closest spa near me”, are now being directed to these review sites and can make informed decisions there.

This development has fueled speculation about whether Google’s dominance might be under threat. Critics have pointed out a perceived decline in Google Search’s results quality over recent years, citing an increase in sponsored links above the fold, intrusive and sometinges useless widgets, and concerns about the relevance of organic search results. You can watch a video that explains everything what became wrong with Google search results (https://www.youtube.com/watch?v=uSGVk2KVokQ)

A recent Gartner report predicted that Google could lose up to 25% of its web traffic by 2026, less than a year away from now. Such a shift could disrupt not only the SEO and publishing industries but also the broader tech landscape. Some are even comparing Google’s current trajectory to that of Yahoo during its decline.

However, the situation is far from clear-cut. On the one hand, Google has launched its own AI platform, Gemini, which integrates AI-generated results into search results. While this is a step toward competing with ChatGPT, Gemini has faced criticism for presenting summaries of search results and inaccuracies sourced from questionable materials. On the other hand, ChatGPT is not without flaws either. It heavily relies on external content, including review sites, where the accuracy is often debatable. For instance, a study by RetainTrust found that only 50% of online reviews are genuine, with over 20% being clearly fake, yet these reviews frequently appear in AI-generated responses. Means, those business that play by the rules might suffer because of those who post and sabotage others with fake reviews.

Another factor to consider is the shift in user behavior and expectations. Modern internet users increasingly value speed, convenience, and precision in their searches, favoring platforms that provide direct, actionable answers without unnecessary clutter. AI platforms like ChatGPT cater to these preferences by offering concise responses, personalized recommendations, and contextual follow-ups, all in a conversational format. At the same time, Google still makes people scroll and click through various results to find what they need. If Google cannot evolve its search experience to meet these changing demands, it risks losing relevance to platforms that can adapt faster to user needs and preferences.

That said, the rapid evolution of AI platforms suggests improvements in accuracy, recommendations, and source quality may not be far off. Both Google and ChatGPT have room to grow, but for the first time in over two decades, Google is facing substantial competition and the question arise if it can keep up.

Will Google adapt and remain a leader in search and source of information, or will it follow the path of search engines like Ask Jeeves and Yahoo? Only time will tell.