Recent remarks from a leading Apple executive have reignited debate about whether the rapid rise of artificial intelligence could undermine Google’s long-standing dominance of online search. As digital habits shift worldwide, these developments carry significant implications for both Thai consumers and the wider Southeast Asian tech sector.
In a notable admission, Apple’s senior vice president of services told media outlets that for the first time ever, the volume of searches conducted through Apple’s Safari browser—where Google is the default search engine—declined in April. The executive attributed this trend to surging interest in AI-enabled alternatives, including services such as OpenAI, Perplexity, and Anthropic. These platforms, which deliver direct answers and richer interactions than traditional search engines, are capturing attention globally and prompting Apple to consider integrating them into its own devices in the future, as reported by Investopedia.
Google’s search platform has so far remained the global standard, commanding an estimated 90% share of world search traffic. Its closest competitor, Microsoft’s Bing, lags far behind, processing just 4% of total queries. In Thailand, where Google is the default search engine across smartphones, desktop computers, and tablets, the landscape looks much the same. Google’s near-universal presence in the kingdom has made it integral to how Thais access news, education tools, business information, and even cultural insight.
The decline in Safari-based search volumes is significant not only for Apple and Google but for a digital economy that has operated for decades on the “blue-link” model—the familiar web page of ranked results. As the managing partner at Deepwater Asset Management outlined on X, the rise of AI tools is shifting user experience toward “simplified AI-powered results,” which pose two distinct challenges for Google: first, its traditional advertising-based revenue model faces disruption, and second, rapid competition from nimble AI-first startups threatens its historic advantage.
Investors’ concerns were clear: Alphabet’s (Google’s parent company) share price fell sharply by more than 7% following the news, marking it as one of the S&P 500’s steepest decliners that day. This market reaction reflected broader anxieties over whether AI search tools could meaningfully erode Google’s core business. Advertising placed on Google search and linked services like Gmail and Google Maps accounts for 56% of Alphabet’s total revenues—making the integrity of the search business central to the company’s overall stability.
Despite these challenges, many experts believe Google retains profound strengths. Bank of America analysts recently argued that Google’s advantages in data access and global distribution give it a formidable edge, and that recent advances in large language models (LLMs) have allowed Google to narrow the perceived gap with AI chatbot leaders like OpenAI. Google’s response to AI competition has been to integrate advanced generative models directly into its search platform. The company has introduced “AI Overviews”—short, AI-generated answers to search queries—that now serve more than 1.5 billion users across 140 countries each month. According to company executives, these AI-powered summaries are monetized at rates similar to conventional search ads, supporting revenue continuity.
Commenting on the latest surge of AI integration, JPMorgan analysts highlighted early enthusiasm for Google’s “AI Mode.” This experimental search feature leverages Gemini, Google’s own generative AI model, to provide advanced multi-modal reasoning and more nuanced user answers. Early indications suggest this could even double the amount of time users spend on Google’s search platform. Such engagement could prove crucial in defending Google’s market share against disruptive AI entrants.
For Thai readers, the shift to AI-powered search carries broad social and economic implications. Education is one area poised for transformation: With students and teachers increasingly relying on instant, contextualized answers from AI, Thailand’s Ministry of Education is beginning to examine how curriculum and teaching strategies must adapt. This evolution echoes a wider national push to increase digital literacy and critical thinking skills, so Thais can more effectively interpret AI-generated content and discern credible information (see: World Bank on Thailand’s digital education).
In the business sector, Thai companies that depend on visibility in Google search may need to rethink their online strategies. Digital marketers and advertisers are closely monitoring developments out of Silicon Valley, particularly how search ad formats and user engagement could shift as generative AI platforms offer new means of discovery. As a Bangkok-based technology analyst noted in a recent interview, companies “will need to invest in AI-optimized content and understand how their brands are represented by different AI tools, not just by traditional search rankings.”
The possibility of multiple AI search providers being pre-installed on mobile devices or browsers, such as OpenAI or Perplexity, may also challenge Google’s dominance in the Thai market and offer consumers more choice. This could encourage healthy competition, potentially leading to a more diverse and innovative search ecosystem—but also create new risks, such as increased prevalence of AI-generated misinformation. A senior official at Thailand’s Electronic Transactions Development Agency (ETDA) recently emphasized the need for ethical and safety frameworks to ensure responsible AI deployment, particularly as local businesses and government services begin to experiment with integrating generative AI into their own websites and apps (Bangkok Post).
From a cultural perspective, Thais have long adapted to rising global technology trends, often blending new tools with local customs and preferences. The rapid adoption of mobile technology and the popularity of LINE for both communication and content demonstrate how international innovations are quickly localized in the kingdom. As AI-powered search continues to evolve, Thais are likely to find distinct ways to incorporate these advances in education, business, tourism, and beyond.
Looking forward, the future of search in Thailand—and globally—appears increasingly hybrid. Traditional blue-link results remain familiar and trusted, yet the rise of conversational AI interfaces and direct answers is reshaping the flow of digital information. Some technology experts argue that coexistence, with AI tools augmenting rather than entirely replacing classic search engines, is the likeliest medium-term scenario. Nonetheless, companies across the Thai digital ecosystem should prepare for further disruption, as the platforms and incentives guiding consumer behavior evolve rapidly.
For Thai users, now is the time to cultivate robust digital skills, including the ability to critically evaluate AI-generated responses and understand privacy implications associated with conversational tools. Policymakers and educators are encouraged to prioritize digital and media literacy programs in schools and workplaces. Businesses, meanwhile, should experiment responsibly with emerging AI-powered search features and consult with national digital agencies on ethical best practices.
The core advice for Thai readers is to embrace AI-powered tools as aids for learning, working, and navigating the digital landscape—but always with an eye on source credibility, bias, and evolving ethical standards. By staying informed and adaptable, Thailand can benefit from the best aspects of both traditional and next-generation search technologies.
Sources: Investopedia | Bangkok Post - ETDA AI Guidelines | World Bank - Thailand Digital Transformation