Google avoids breakup as AI reshapes search and threatens e-commerce traffic

The court’s decision reflects the rise of AI in search, easing pressure on Google while leaving online retailers scrambling to adapt to declining visibility.
Google escapes forced divestiture as a US court rules that AI rivals weaken its monopoly, but e-commerce firms warn of traffic losses from Google’s AI-powered search summaries.

The US tech giant Google will not be forced to divest Chrome or Android following the long-running US monopoly case.

Judge Mehta ruled that while Google holds a monopoly in traditional search, the rise of AI companies is creating new competitive pressures.

The judgement prevents Google from striking exclusive distribution deals but still allows it to pay partners for preloading and placement of its products. The court also ordered Google to loosen its control over search data, a move that could enable rivals to build their own AI-driven search tools.

Yet, concerns remain for e-commerce businesses.

Google Zero, the company’s AI-powered search summary, is cutting website traffic by keeping users within Google’s results.

Research shows sharp declines in mobile click-through rates, leaving online retailers uncertain of their future visibility.

Experts warn that zero-click searches are becoming the norm. Businesses are being urged to optimise for Google’s AI overviews, enhance the value of product and review pages, track traffic impacts, and diversify their marketing channels.

While Google has avoided structural remedies, its dominance in search and AI appears far from over.

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