Google search’s dominance is challenged by AI.

Anja-Sara Lahady, like other individuals, would always utilize Google to check or investigate anything online.

However, the attorney and legal technology consultant claims that since AI has become more prevalent, her tastes have evolved and she now uses large language models (LLMs), such ChatGPT from OpenAI. In the past year, Ms. Lahady claims that her use of LLMs has surpassed Google Search as they have becoming more effective for her needs.

“I’ve always been an early adopter… and in the past year have started using ChatGPT for just about everything. It’s become a second assistant.”

While she says she won’t use LLMs for legal tasks – “anything that needs legal reasoning” – she uses it in a professional capacity for any work that she describes as “low risk”, for example, drafting an email.

“I also use it to help write code or find the best accounting software for my business.”

There is support for Ms. Lahady. More and more people are turning directly to LLMs, like ChatGPT, for advice and answers to common queries.

Demandsage, a statistics and research organization, reports that ChatGPT has more over 800 million active users each week, up from 400 million in February 2025.

The market for search is still dominated by conventional search engines like Google and Microsoft’s Bing. However, LLMs are expanding quickly.

In July, 5.99% of desktop browser searches went to LLMs, more than doubling the percentage from the previous year, according to research firm Datos.

There is support for Ms. Lahady. More and more people are turning directly to LLMs, like ChatGPT, for advice and answers to common queries.

Demandsage, a statistics and research organization, reports that ChatGPT has more over 800 million active users each week, up from 400 million in February 2025.

The market for search is still dominated by conventional search engines like Google and Microsoft’s Bing. However, LLMs are expanding quickly.

In July, 5.99% of desktop browser searches went to LLMs, more than doubling the percentage from the previous year, according to research firm Datos.

Compared to search, LLMs reduce the “cognitive load”—the mental work needed to comprehend and act upon information—which is why individuals are using them, according to Professor Feng Li, associate dean for research and innovation at Bayes Business School in London.

As a result of the rise of LLMs, companies are having to change their marketing strategies.

They need to understand “which sources the model considers authoritative within their category,” says Leila Seith Hassan, chief data officer at digital marketing agency Digitas UK.

“For example, in UK beauty we saw news outlets and review sites like Vogue and Sephora referenced heavily, whereas in the US there was more emphasis on content from brands’ own websites.”