Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Shoppers hate paying for return shipping more than any other part of the process
Article |
Mar 6, 2026
Doctors expect longer visits as parents seek clarity about pediatric vaccine guidelines
Article |
Mar 6, 2026
Lowe’s reaches out to Gen Alpha with new rewards program for kids
Article |
Mar 6, 2026
Meta faces critical questions as AI spending and regulatory scrutiny intensify
Article |
Mar 6, 2026
J&J launches direct-to-consumer prescription drug site with lower cash prices
Article |
Mar 6, 2026
The health and fitness industry’s future is subscription-first, not hardware-led
Article |
Mar 6, 2026
Scam exposure on social platforms threatens brands
Article |
Mar 6, 2026
Email is consumers’ top marketing channel, but inbox fatigue threatens ROI
Article |
Mar 6, 2026
How payment providers should react to OpenAI’s Instant Checkout walkback
Article |
Mar 6, 2026
Capital One joins finance industry layoff trend, sheds 1,100 Discover workers
Article |
Mar 6, 2026
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Generative Search Trends 2024
How Search Advertising Is Evolving as Google’s AI Overviews, Meta AI, and Perplexity Change the Search Paradigm
Download
Table of Contents
Executive Summary
Generative search has officially arrived
Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
Google’s default status will shield it against generative search challengers
GenAI necessitates a holistic strategy across paid and organic search tactics
EMARKETER Interviews
Sources
Media Gallery
About This Report
The introduction of Google’s AI Overviews has thrust generative search into the mainstream. But Google’s not the only player incorporating generative AI into search functions.
Table of Contents
Executive Summary
Generative search has officially arrived
Google’s AI Overviews supercharged generative search adoption—whether consumers were ready or not
Google’s default status will shield it against generative search challengers
GenAI necessitates a holistic strategy across paid and organic search tactics
EMARKETER Interviews
Sources
Media Gallery
Generative AI (genAI) is transforming search—and search advertising. Google’s now showing AI-generated summaries to the general public for certain queries, injecting an element of unpredictability into the biggest search platform.
Key Question: How will the search market adapt to Google’s AI Overviews?
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
Key Stat: Google will attract 70.5% of traditional search ad spending in 2026, per our forecast, making its search business more than 10 times the size of Microsoft’s.
authors
Evelyn Mitchell-Wolf
Contributors
- Jacob Bourne
- Chris Keating
- Director, Research
- Tracy Tang
- Senior Researcher
- Yoram Wurmser
- Principal Analyst
Already have a subscription?Sign In
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Unlock Unlimited Insights with PRO+
Contact Us →
Worldwide HQ
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844
Sales Inquiries
1-800-405-0844sales@emarketer.com
* Copyright © 2026
EMARKETER Inc. All Rights Reserved.