Many news articles describe a world where people no longer search for information on Google (or YouTube or TikTok) but instead rely on ChatGPT or other AI tools. However, what these articles often miss is that the intent behind using a search engine (whether it’s Google, YouTube, or TikTok) greatly influences the platform you choose.
Even with the recent introduction of GPTSearch, we should ask ourselves: is AI truly replacing ‘traditional’ search platforms, or is it simply adding another layer of assistance that will exist alongside other platforms?
If you’re looking for a gas station nearby, you wouldn’t ask ChatGPT—you’d search on Google (Maps). If you want to know how to fix a leaky faucet, you’d watch a video on YouTube or TikTok. If Gen Z wants to learn how to wrap a gift, they’ll look for a tutorial on TikTok.
ChatGPT or other AI tools won’t take over all search traffic; they are here to assist when you’re looking for highly specific information (e.g., creating a 10-day itinerary for a trip through Sweden or outlining the steps to prepare for a marathon with only one month to go).
Yes, consumers search in 1,000 different ways, but their intent (the “why”) is crucial in determining which platform they use. This will always vary and will never boil down to a single, unified platform.
Pay attention to the rise of Social Search
The internet is evolving, and with it, the way we search for information is changing too. While headlines about the “death of Google” might be a bit dramatic, they do point to a real shift in how people search. It’s not just about typing a few keywords into a search box anymore. Today, we look for information in a broader context—through a network of shared experiences and opinions.
Take TikTok, for example. With its short videos and focus on visual storytelling, it’s become a go-to place for finding quick info. Need a pasta recipe? A quick TikTok search will pull up tons of videos from home chefs walking you through the steps in a super engaging way.
This shift isn’t just about looking up facts—it’s about tapping into a community’s collective knowledge. It’s a big change from the old model where search engines gave you results based purely on keywords and links. Now, platforms like TikTok, especially for younger users, are shaping the way we look for answers. People want content that’s not only informative but also visually interesting and relevant to them culturally.
This doesn’t mean Google’s going anywhere, but it does highlight how search habits are evolving. We’re moving from a world driven by algorithms to one where social interaction and curated content play a bigger role. The future of search will be more diverse, with Google, AI tools, social networks, and content platforms all playing their part. As we navigate this new landscape, it’s clear that it’s more important to be present where your audience is searching and orientating, rather than focusing solely on one platform.
About The Author
Steven van der Burg is Senior Strategist at 5pm Digital, a data-driven social agency that creates social-first content and campaigns that your audience loves.
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