Google a Monopoly…Could ChatGPT Be the Next Search Engine?

by Jeff Skocir on Sep 04, 2024

Did you know a historic lawsuit against Google could change the search engine landscape as we know it? We first wrote about this case when it was filed in 2020, marking a major step in renewed antitrust scrutiny. While Microsoft faced similar accusations in 2004 for forcing its Internet Explorer web browser on Windows users—a practice many argue continues today—Google’s case stands out as the first of a new wave targeting today’s tech giants, including Meta, Amazon, and Apple, for monopolistic practices.

Here’s a quick summary of what the court said about Google:

• The court found that Google has monopoly power in the markets for general search services and text ads, with over 90% market share.
• Google paid over $26.3 billion for exclusive distribution agreements that ensured Google was the default search engine on various smartphones.
• These agreements led to higher ad prices.

What’s next in this process? Appeals, appeals, and more appeals—likely ending up in the U.S. Supreme Court. This appeal process will be a lengthy one, potentially dragging out into next year or even 2026.

Does this mean Google goes away? Not likely. While it may force Google to change some of its exclusive deals or even spin off segments of its business, Google is here to stay. However, this ruling opens the door for increased competition in the search market, which could provide advertisers with additional options when it comes to digital marketing.

At Trivera, our approach to digital marketing is all about diversification—not putting all your eggs in one basket. We leverage the channels that drive results, crafting digital strategies based on the platforms that matter most to your customers and prospects.

A New Opportunity for Search? The shift in the search landscape might pave the way for an AI-driven company like ChatGPT to make waves with their own search engine and potentially take market share from Google. OpenAI recently announced its anticipated entry into the search market with SearchGPT, an AI-powered search engine featuring real-time access to information across the internet. They’re testing a prototype that blends AI’s strengths with web data to deliver fast, timely answers with clear and relevant sources. Though temporary, these features could soon be integrated directly into ChatGPT, making SearchGPT a unique player in the space.

Imagine a future where SearchGPT sells advertising space or creates revenue-sharing models for generating business leads. As the search market evolves over the next few years, Trivera will be at the forefront, ready to help you navigate the changing digital marketing landscape.

For a deeper look into the origins of this case, check out our previous blog on Google’s monopoly charge when it was first filed here.

If you’re curious about how Trivera can help your organization stay ahead in an ever-evolving digital world, reach out to us for more information. Let’s find the right strategy for your business.