August 29, 2025
AI Set to Replace Google as Business Research Tool, Experts Predict
Google’s quarter-century reign as the default gateway for business research may be nearing its end. A new study from Bospar suggests that AI could overtake the search giant within the next decade, replacing links and endless results with direct recommendations tailored to business needs.
Consumers are already moving away from Google when it comes to brand discovery. A separate report from Yext shows that global consumers now trust AI tools, such as ChatGPT and Gemini, to help them find and choose brands, a level of confidence that puts AI almost on par with search engines at crucial decision-making moments.
According to the report, half of business professionals expect AI platforms to completely replace Google for research by 2030. Another 34% anticipate AI will mostly take over, leaving only a small role for traditional search. While 73% of Gen Z respondents foresee a full transition away from Google, only 24% of Baby Boomers share that view.
The Change Is Coming
The pace of adoption could be faster than many expect. Already, 83% of professionals predict they will use AI for at least a quarter of their business research by 2030, with younger professionals leading adoption. Gen Z expects the majority of AI usage in just two to three years, while C-level executives predict significant integration within two to four years.
This shift will fundamentally change how companies are discovered and evaluated. Traditional search relies on visibility through SEO. AI-driven discovery depends instead on credibility, authority, and the ability to be cited as a trusted source. Bospar argues that this dynamic introduces a new form of visibility: Generative Engine Optimisation (GEO). Unlike SEO, which optimises content for search engines, GEO focuses on ensuring AI platforms recognise and recommend a company’s solutions.
With 84% of decision-makers already inclined to choose the first AI-generated suggestion, being absent from AI-driven recommendations could mean being shut out of future revenue streams. Brands would need to invest in thought leadership, PR, and authoritative coverage to remain visible in AI-powered customer journeys.
