Google Ads vs. ChatGPT: Will Artificial Intelligence Replace SEM?
- Arjan Shahani
- 23 hours ago
- 8 min read
The world of digital advertising and Search Engine Marketing (SEM) is changing... and you have to know how to read the signs.
Recently, a client asked me a very valid question: if we are increasingly using AI agents to resolve our doubts... Does that mean Artificial Intelligence is going to replace SEM and Google Ads campaigns?
If I were to tell you that I have the complete, single, and forceful answer, you would have every right to call me a liar and a charlatan. The truth is that the environment in which all digital marketing tools and channels operate is evolving at an unusual pace and there is no magic ball or DeLorean available to help us 100% understand the future that is approaching.
Having said that, the question led me to a series of reflections on the future of Google Ads that I want to share, in order to give some context and contribute from my perspective and experience... And don't worry, I do arrive at informed conclusions and answers to the question posed.
Table of Contents
The Google vs. ChatGPT and other AIs Environment
There is no doubt that the world where Google was the only Coke in the stadium is a thing of the past. ChatGPT, Claude, Grok, and other LLMs have definitely made their mark in a way that Bing never could (and possibly never will). The emergence of new players on the battlefield could make us think that Google Ads is in danger of becoming less relevant, jeopardizing the future of SEM, right?
In this regard, there are two ideas I want to share. One is about the perspective and dimensions of the emerging actors, and the other is about the advantages Google has against these attacks.
Perspective: It's true, Google no longer reigns alone, but what many users don't know is that recent statistics published by SparkToro and StatCounter continue to indicate that Google processes 373 times more searches than ChatGPT and that, furthermore, Google controls 73.7% of searches on Desktop devices and +90% of searches on mobile devices. Although it may not seem like it and new challengers to its supremacy have emerged, Google continues to dominate the scene.
Google's Advantage: Unlike ChatGPT and Claude, Google integrates AI within a multichannel ecosystem and will continue to do so in the future, according to the latest signals Google gave us during the Google I/O 2026 Conference, which we discussed in a recent episode of our podcast, "Cierre de Semana".
ChatGPT, Grok, Claude, etc. agents require the user to go to a site or app, while Google AI is present as an easy-to-access companion in Google Search (even automatically with Google AI Overview), Chrome, Gmail, Google Meet, Sheets, Docs, Slides, Vids, and others. The conclusions of Google I/O 2026 also talk about how Google AI will be a multichannel connector, generating intertwined experiences in online shopping spaces, smart video searches on YouTube, and other spaces. Furthermore, Gemini is increasingly replacing primary assistants on Android mobile devices. Google's multichannel tentacles give it clear advantages to remain present in users' lives.
And what does all this have to do with Google Ads? Very simple: at the company level and in favor of maintaining Google Ads as a source of income, Google would not shoot itself in the foot by making this resource that has given it so much, and can continue to give it, an irrelevant space.
The latest numbers from Statista, reveal that Google's advertising division accounts for around 75% of the company's revenue, with the rest coming from resources such as Google Cloud, hardware products, and premium service subscriptions.
Within the Advertising division, Google Ads is responsible for nearly 60% of revenue, equivalent to almost $200 billion dollars.
Given these numbers, I ask you: do you think Google is ready to abandon its bet on Google Ads or will it continue to find ways to keep it current, relevant, and productive?
Just as important as the tool, is WHAT it is being used FOR
Have you noticed that, regardless of their actual relevance and use, people talk much more about fads and novelties than about what has become part of our daily lives? I believe that in this sense, we continue to live in the wave of the Artificial Intelligence fad, and that is why, although they have a lot of Share of Voice, they are actually less of a challenge to the commercial nature of Google Ads than it might seem... and the key lies in the intention of use.
In a recent piece by Advanced Web Ranking, expert Gianluca Fiorelli indicates that 93.7% of queries done on ChatGPT are of informative value (that is, queries without purchase intent) and only 0.1% are transactional/commercial. And yes, ChatGPT has already given some signals that it will seek to change this (ChatGPT Ads) but if its starting point is 0.1%, I think it has a lot of work left to do.
I explain what is behind this reality in the following points:
If Google continues to dominate 73.7% of searches on Desktop and +90% on Mobile, and,
Only 0.1% of ChatGPT searches are transactional in nature, then:
Google is today, and will remain for quite some time, the SUPREME KING of searches with commercial intent... and this is where Google Ads finds ALL its value.
It is worth mentioning that, also empowered by the benefits of Google Maps and the power of geolocation, Google is also the king of searches of local relevance. Yes, those that are "give me restaurants near me" remain on Google, and therefore, most of the local relevance campaigns that clients currently do via Google Ads will remain on Google Ads.
Trust in Google and Google Reviews vs. Incredulity in the Possibilities of AI Hallucination
Google itself has given signals to tell us that "the era of blue links" is changing BUT these claims do not mean that Google Ads is dying, but that it is provoking its own evolution.
The Value of Appearing in Google Ads
When someone searches on the Internet with the intention of buying, appearing in the first results thanks to Google Ads gives you a huge advantage. You are not only showing your product, but you gain the customer's trust for three key reasons:
The right message at the exact moment: Google is an expert at connecting the ideal product with the right person just when they are ready to buy.
Brand endorsement: Being visible on the search page shows the user that it is a serious and professional company.
Immediate Trust (Stars and Reviews): Ads allow you to display the Google rating and opinions of other customers (Google Reviews). This generates immediate credibility for the buyer and reinforces your brand's authority on the Internet.
Google SERP: SERP stands for Search Engine Results Page and refers to the results page that the Google search engine launches after you perform a query.
It is indisputable that, just as when you are considering buying something on Amazon or MercadoLibre, you read the signals given by the star ratings and opinions on those platforms, users with commercial intent TRUST Google's algorithm to bring them only sponsored results of HIGH RELEVANCE and QUALITY and in the reading that the rating they have (also displayed in the Google Business Profile, another very valuable Google commercial asset) can give them of those companies/products/services.
AI Hallucinated Results
Artificial Intelligence sometimes "hallucinates" and invents data. Although this is expected to decrease as technology evolves and we learn to write better prompts, the reality is otherwise: people still fully trust Google's ratings. For this and other reasons, this search engine will continue to be the favorite starting point for comparing options, discovering local businesses, reading reviews, requesting quotes, and making purchases.
So, will Artificial Intelligence replace SEM?
No, Artificial Intelligence is not going to replace SEM, but it is changing it fundamentally. The changes in the environment are not minor, and yes, they require us to adapt, but HOW we adapt is the key.
For informative and educational content: Your best bet will be a Search Engine / Generative Engine Optimization (SEO / GEO) strategy, and less SEM via Google Ads. Why? I anticipate that increasingly, Google Ads will have less success in campaigns whose destination pages are instructional or informative only, and you won't want to pay for ads for that.
For commercial sites (sales): Google Ads is still king here. To take advantage of it, it will be important to ensure consistency between the offering, the site messages, the campaign configuration, and the ad groups and ads, as well as capitalizing on cost-efficient campaigns and having the best understanding of buyer personas and audience segmentation that you can achieve.
The Error: Betting on a Single Channel
Having said this, I will conclude with something I usually repeat to clients. Very, very rarely will a truly effective strategy be single-channel. That is, it's not about choosing between Google Ads and other possible paths exclusively. The key is knowing which tools, messages, campaigns, and tactics you will use, on the one hand, to draw attention at the top of the funnel (Awareness) and, at the same time, close sales (or repeat purchases) at the end.
And don't worry... Google Ads is here to stay for a while. Just make sure that whoever helps you invest in them knows what they are doing and builds smart strategies so your budget takes you further.
FAQ
Is Google Ads still effective in the era of ChatGPT and artificial intelligence?
Yes. Although tools like ChatGPT, Claude, and Grok have changed the way people search for information, Google continues to dominate searches with commercial intent. Various studies indicate that the majority of queries made on ChatGPT are of an informative nature, while searches related to product purchases, service contracting, provider comparison, and local business searches continue to occur mainly on Google. For this reason, Google Ads continues to be one of the most effective platforms for generating leads, sales, and conversions.
What is the difference between using ChatGPT and Google to search for products or services?
The main difference is in the search intent. ChatGPT is mainly used for information, explanations, research, and quick answers, while Google continues to be the preferred platform for searches with commercial intent. When a user wants to compare providers, request quotes, check customer opinions, find nearby businesses, or make a purchase, they usually turn to Google. In addition, Google complements the results with tools like Google Reviews, Google Maps, and Google Business Profile, which help generate trust during the decision-making process.
Will ChatGPT replace Google Ads in the future?
There are no signs that ChatGPT will replace Google Ads in the short or medium term. Google continues to process a significantly higher number of searches and maintains a dominant position in commercial and local searches. Furthermore, Google has integrated artificial intelligence into products such as Google Search, Gemini, Chrome, Gmail, and YouTube, strengthening its advertising ecosystem. Most likely, companies will need to combine SEO, GEO, and Google Ads strategies to take advantage of both AI-driven informative searches and transactional searches that continue to occur on Google.
About the author
Arjan Shahani
Managing Partner at Werko Marketing Solutions and co-founder of Shahani Initiatives. He has over 20 years of experience in consumer and B2B marketing, as well as business consulting. His primary focus is business profitability through strategic marketing.
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