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Google’s grip on search slips as TikTok and AI startup mount challenge

Livemint · 1m

- Google's dominant position in the search ad market is being challenged by rivals, including TikTok and AI search startup Perplexity. - TikTok now allows brands to target ads based on users' search queries, presenting a direct challenge to Google's core business. - Perplexity, which utilizes AI-generated answers, plans to introduce ads to its platform, offering an alternative to Google's search ads. - Amazon's rise in the search ad market has contributed to Google's expected drop below 50% market share in the U.S. next year. - The generative-AI boom is transforming search products, providing fully formed answers or summaries of results, with both Google and Perplexity launching ads in AI-generated summaries. - Advertisers are eager for more competition as they seek viable alternatives to Google.