A recent TikTok video has sparked a lively debate within the digital marketing community about whether Chat GPT and Microsoft’s Bing could disrupt Google’s long-held supremacy in search and advertising. The video claims that users are increasingly opting for Chat GPT over Google and suggests that businesses must pivot to Bing to stay relevant. This controversial stance raised eyebrows and inspired thought-provoking conversations among the senior paid media managers at Somebody Digital.
Our paid media experts unpack the debate to understand the potential implications of Chat GPT and Bing’s rise for paid media, SEO, and the future of search.
The TikTok Claim: Chat GPT vs Google
The TikTok video’s creator (@digitallaurenanderson) asserts that Google’s daily active users are plummeting as people turn to Chat GPT for answers. The video also suggests that Chat GPT is “toying with the idea of running ads” and highlights Bing’s role as the engine powering Chat GPT’s web searches. The creator warns businesses relying on Google to shift their focus to Bing, claiming that AI-driven search will make traditional Google SEO and ads obsolete.
While these claims are bold, the nuances of search, user behaviour, and AI integration paint a more complex picture.
The Debate: Is Chat GPT a Threat to Google?
User Adoption and Demographics
Florian Tomko, Senior PPC Manager, challenges the idea that Chat GPT is universally replacing Google, pointing out generational and behavioural divides. “Not buying it. Younger or tech-savvy audiences maybe, but do you see your parents browsing on GPT?” he argues.
Meanwhile, Gary Claven, another senior PPC team member, provides adoption rate data to emphasise the growing influence of AI tools among younger users:
- Ages 18-29: 43% adoption
- Ages 30-49: 27% adoption
- Ages 50-64: 17% adoption
- Ages 65 and above: 6%
Gary acknowledges that “the current demographic is skew widespread adoption could accelerate as Chat GPT becomes embedded in Microsoft’s ecosystem.”
Bing’s Role and AI Integration
Catherine, a Senior Paid Media Manager, critiques the video’s oversimplification of Bing’s relationship with Chat GPT. “Chat GPT isn’t really a Microsoft product,” she explains. “I don’t think Chat GPT functions like a Bing crawler or uses the same algorithm to determine relevant data.”
Instead, AI models like Chat GPT use embedding models to semantically understand data—traditional search engines likely do the same to some extent but are likely to have a different algorithm to pull relevant data
However, Catherine also acknowledges the potential for change: “I can imagine that search engines in general would see reduced volume as people move to LLMs (large language models) for answers.”
Strategic Implications for Paid Media
A significant part of the debate centres on whether marketers should invest more heavily in Bing Ads vs Google Ads. Gary points out that Bing’s smaller audience, while often overlooked, may provide unique opportunities for industries like finance and B2B: “Its user base tends to be older, more affluent, and more likely to convert.”
Gary also raises the possibility of ad arbitrage: “If Bing’s user base grows due to Chat GPT integration, there could be cost-efficient opportunities for paid media.”
Florian, however, remains sceptical: “The hardest thing for Microsoft to overcome is the habit of using Google. Their output and product will have to be a lot better to cause a change in behaviour, which isn’t the case now.”
Long-Term Outlook: Search Ecosystems and Closed Loops
Gary envisions a future where AI assistants powered by Chat GPT could reshape search behaviour. “Imagine a unified AI assistant embedded in Windows, Office, and Teams, acting as a central hub across devices and services,” he suggests. “This could create a closed search and sales loop, with Bing results driving recommendations.”
This potential integration could fundamentally shift how users interact with search and digital assistants, especially if Microsoft continues investing in its AI ecosystem and develops an advanced AI internet search tool.
What Does This Mean for SEO and Paid Media?
SEO on Bing
Marketers should consider the implications of Bing’s evolving role. While Bing currently accounts for a smaller share of search traffic, its integration with Chat GPT and AI tools may gradually expand its influence. Optimising for Bing’s search engine—including technical SEO, local search, and rich results—could become a viable strategy.
Paid Media Opportunities
For paid media specialists, exploring Bing Ads vs Google Ads may unlock opportunities to target niche audiences with lower competition and potentially higher conversion rates. As Gary notes, “Adopting a forward-looking approach and experimenting with Bing Ads now could provide an edge in the evolving search landscape.”
Monitoring AI-Driven Trends
Finally, the rapid development of AI tools like Chat GPT underscores the need for adaptability. Whether or not Chat GPT poses an existential threat to Google, its impact on search behaviour, user expectations, and digital ecosystems cannot be ignored.
Google vs Chat GPT: Competition and Opportunity
The debate sparked by the TikTok video highlights the uncertainty and excitement surrounding AI’s impact on search. While Chat GPT and Bing are unlikely to topple Google overnight, their integration into broader ecosystems signals a shift in user behaviour and search dominance.
For marketers, this represents both a challenge and an opportunity. As Gary aptly puts it, “We shouldn’t be drawn into the idea that a giant like Google can’t lose its dominance. Tech moves fast, and so should we.”