It’s unlikely ChatGPT will ‘kill’ Google in Australia by 2026, but it will significantly alter how Australians access information and, consequently, how businesses are found online. The core mechanism at play is a shift from *search* – actively seeking information – to *generation* – receiving direct answers, currently powered by Large Language Models (LLMs) like those underpinning ChatGPT.
As of December 2025, Google Search in Australia still dominates, with over 94% market share. However, Google’s Search Generative Experience (SGE), now available to a wider beta group in Australia, integrates AI-powered summaries directly into search results. This means users may receive a concise answer generated by an LLM *instead* of clicking through to websites. ChatGPT Plus, available to Australian subscribers, offers similar direct answer capabilities. Google is also investing heavily in AI-driven ad formats within SGE, potentially changing how Pay-Per-Click (PPC) campaigns function. Currently, Australian businesses can utilise Google Ads to bid on keywords that trigger these AI-generated summaries, but the visibility and click-through rates are evolving. Furthermore, platforms like Microsoft Bing, which integrates ChatGPT, have a smaller but growing presence in the Australian market. In 2026, we anticipate further refinement of SGE and increased adoption of AI-powered search across all major platforms.
Ultimately, these systems function by processing vast datasets to predict and deliver information based on user prompts, changing the fundamental way information is discovered and consumed.
