Is this the end of Google? This new AI tool isn’t just competing, it’s winning

It feels like every time I read the news, someone has Google in their crosshairs.😖

The US Department of Justice is considering breaking up the company, potentially splitting its search engine from Android, Chrome, and Google Play services.

My mother didn’t raise a snitch, but if I were Google, my defense would be….

“But look at Apple and Amazon!”👉

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I would point across the room and everything.

It goes without saying this is not legal advice.😇

But seriously, first it’s the antitrust drama, followed by the privacy lawsuit settlement for secretly tracking users in Incognito mode.

And then Gemini’s Image Creation Tool made a gigantic boo-boo. 

I will not dive too deep into it, but there were some problematic responses around race… yikes.😮

But all that pales compared to the new kid on the block coming for Google.

In this article, I will share why the biggest threat to Google might be a startup, not ChatGPT.😤

Could this be the AI tool that dethrones Google?

When people talk about “dethroning Google,” everyone mentions ChatGPT. 👑

Now, don’t get me wrong, ChatGPT is incredible and a worthy adversary.

Also: The best AI search engines: Google, Perplexity, and more

With ChatGPT launching its Search product, it’s easy to see why OpenAI is becoming a direct competitor to Google Search.

But that is not who I have in mind.

This new AI tool is what the kids call fire!🔥

So here it is. I think Perplexity is one of the biggest threats to Google.

If you have not heard about Perplexity, it’s an AI-powered search engine designed to give accurate, real-time answers with cited sources.

Also: Two free ways to get a Perplexity Pro subscription for one year

Unlike traditional search engines, Perplexity understands context, cuts through the noise, and gives you the answers you need.

In many ways, Perplexity is what Google should have evolved into. 

You ask a question, and Perplexity delivers a concise, cited answer, eliminating the need to click through several pages in search of the truth.

Perplexity vs. ChatGPT

Perplexity is often compared to ChatGPT. 

It’s true that both tools perform similar functions and appear to be direct competitors. But that’s only part of the picture. Let me explain.

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Perplexity crushes it as a research assistant and has completely replaced Google in my workflow.

It gives accurate, real-time answers with sources cited, making it an essential tool for research. 

ChatGPT, on the other hand, excels at creative tasks. Sure, it has a habit of lying or, to use the professional term, “hallucinating.” 

Because of that, I use it for brainstorming, drafting, and creative direction. 

In many ways, it acts more like a creative director in my workflow.💼

Think of it like this…

ChatGPT is like Word, perfect for drafting, brainstorming, and getting creative. It helps you shape ideas and generate content with flexibility.

Also: ChatGPT Search could destroy online businesses – how you can stay ahead

Perplexity, on the other hand, is like Excel, which is built for precision, data, and getting straight to the answer.

Just as you would not use Word to build a complex spreadsheet or Excel to write a story, these tools shine in different workflows.

Both tools will improve over time, but it is not about choosing one over the other right now. 

The answer is both. It all comes down to your workflow and knowing when to use each tool.🤝

Perplexity’s bold move  

Maybe you’re thinking, sure, Perplexity is doing search, but that hardly means it’s taking on Google. 

Google is bigger. This is nothing.

Also: I put the free version of Perplexity.ai through my coding tests – here’s what happened

And while I agree, Google is much bigger, would this be the first time a “David” went up against a “Goliath” and won? 

Ignoring this would be unwise.

Here’s why I’m bullish on Perplexity.🐂

Perplexity just introduced shop with Perplexity. It gives you product recommendations without the scavenger hunt of determining which product is good. 

Perplexity finds precisely what you need. No clicking through endless pages, no sifting through noise. It delivers the answer, not a wild goose chase.

Also: Perplexity AI’s new tool makes researching the stock market ‘delightful’. Here’s how

Compared to Google Shopping, Perplexity feels like a cheat code. Google bombards you with results and ads, while Perplexity cuts straight to what you are searching for.

It doesn’t make you search; it helps you find.

Why this matters for Google 

This situation is precarious for Google because competing means going against the very thing that makes it money.

Here is the no-fluff version of how Google works.

All the tech and fancy stuff aside, Google is a media company, plain and simple. 

Its core business model is putting advertisements around content.

AI, server farms, the cloud, and algorithms? 

Also: Perplexity launches an AI-powered shopping assistant – and it even gets you free shipping

Those are just tools. 

The actual product is selling ads.

The problem is that users now want information fast. They want to get to the point, meaning fewer opportunities exist to show ads.

Fewer ad impressions mean less money.

And this is where things get sticky for Google.😰

To compete, Google needs to adjust how it delivers search results, making them shorter and to the point, which means fewer chances to show ads. On the flip side, if it keeps everything the same, it risks falling behind as user behavior evolves. 

Google needs to fundamentally change how it operates to stay relevant, but making those changes undermines how it makes money today.

In this case, It’s not just about being bigger. 

Google’s size and strengths are actually disadvantages. 

Also: Google controls an illegal monopoly in internet search, US judge rules

Internal politics, compensation tied to the old way of doing things, existing contracts, and the fact that it is a public company — all make it hard to pivot, even when a better idea comes along.

If Perplexity applies enough pressure, Google’s only move could undermine its current business model. Oof.

Don’t quote me on this, but I’m pretty sure Google is perplexed by Perplexity.

Ba-dum-tss! 🥁

Dad jokes aside, this is an impossible situation. 

In times like this, I’m constantly reminded of that saying: “Don’t look at where the puck is. Look at where it’s going.”

The numbers speak for themselves

Perplexity is a well-built, well-thought-out tool, and early reactions are mixed. 

The real question is whether Perplexity can truly shift user behavior. Based on the numbers, it seems like it can.

• Active monthly users have already hit 10 million.
• In 2023, Perplexity served over 500 million search queries.
• In June 2024, visits surpassed 75 million, growing by 20% each month.

Also: 5 reasons why I prefer Perplexity over every other AI chatbot

These numbers are more than impressive. They point to a fundamental shift happening right now, especially for a tool that was only launched in August 2022.

If this growth continues, it is not just a sign of Perplexity’s success. It is a sign that the search itself is evolving.

Perplexity is not just an alternative to Google; it offers a different way of finding answers.

What this means for you and me 

What’s happening to Google right now is the equivalent of getting jumped. 

Poor Google was minding its business, and out of nowhere, a bunch of young whippersnappers came out of the shadows like, “Run me them pockets.”

I love seeing big tech beef as it results in better pricing for products and services. 😍

Also: How the end of ChromeOS spells doom for Google in the DOJ’s antitrust case

My team and I are keeping an eye on a few key things:😰

• How can we advertise on this emerging platform?
• How can we get our products listed early?
• Can this tool improve our workflow and make us more efficient?
• Can we tap into a new advertising channel and lower our customer acquisition costs?

When big tech fights, the fallout creates openings for people like you and me.

Google getting jumped might just be the window of opportunity we need.

My two cents

Google is an incredible company; what it’s built is nothing short of amazing.

But now it’s under pressure from all sides and won’t take this on the chin without a fight. It’s going to be fascinating to see how it responds.

That said, it’s still early days, and the long-term benefits for online business owners remain to be seen. But one thing is certain: If you’re an SMB, this platform is worth watching and adopting early.

Also: ChatGPT vs. Microsoft Copilot vs. Gemini: Which is the best AI chatbot?

As a business owner, I’m here for it. It’s about time these big companies faced some real competition. My hope? That the cost of advertising comes down. And if you’re a pro marketer, you know the move: Be the first on a new platform because the traffic is cheap.🤑

And my “advice” for Perplexity?

How does that saying go? When you come for the king, you best not miss.

I’d love to hear which tool you like more, Perplexity or ChatGPT; feel free to connect with me on LinkedIn, and let’s talk about it.

P.S. Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally FREE!