We’ve saved the boldest prediction for last, and the logic behind it is ironically the same thing we started our post with – the recent antitrust case against Google. While contenders like Perplexity and SearchGPT have drawn notable PR and funding, these upstarts are facing the same challenge that Bing has for years – how to convince 90% of the world’s searchers to look somewhere other than where they have for 20 years. 

While techies and digital marketing professionals may adopt these tools and share their love on social media, the reality is that most of the world’s population currently has no idea they exist. In addition to the broader awareness challenge, these companies must then spend and strategize on converting Google searchers to their engines – overcoming convenience, brand loyalty, and ease-of-use hurdles that each seem daunting on their own. While it’s not out of the realm of possibility that one of these Google contenders can potentially reach a market share comparable to Bing’s current size, the likelihood of anyone even seriously threatening Google is slim. Unless that threat is the U.S. Justice Department.