Over the past year, something remarkable has happened in the digital landscape, and as the founder of Opollo, I couldn’t ignore the implications for the future of digital marketing. We conducted a global study with over 1,200 companies worldwide, including cybersecurity firms and managed service providers (MSPs). Our goal was to understand where their search data was coming from and to analyze how search engine usage was evolving, especially with the rise of AI-powered search, such as Search GPT.
We found nothing short of astounding: Search GPT, the search functionality integrated into ChatGPT, has seen its market share soar by 740% in just 12 months. From a measly 0.25% of the global search market in early 2024, Search GPT now holds 2.1% of the total search traffic in 2025.
Let me explain how this unbelievable rise unfolded and what it means for businesses—especially those in the IT and MSP sectors—who need to pay attention to this shift.
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The Research: A Global Study of Over 1,200 Companies
At Opollo, we wanted to understand the global shifts in search behaviour truly, so we dove deep into data from over 1,200 technology companies around the world, including cybersecurity firms and MSPs.
We carefully chose a wide range of businesses across various regions and sectors, ensuring our insights reflected a broad spectrum of experiences. Each participating company generously shared anonymised Google Analytics data, which we analysed to track search volume, sources like Google, Bing, and ChatGPT, along with click-through rates and user engagement patterns over a full year (May 2024 to May 2025).
To ensure accuracy, we meticulously validated all data, addressing any anomalies that were identified. Using advanced analytical tools, such as Google Data Studio and custom Python scripts, we extracted meaningful insights, most notably, the impressive rise of Search GPT.
A 740% Surge in Search Volume
In May 2024, Google ruled the search world, commanding over 90% of the global search market. At that point, Search GPT was barely a blip on the radar, with a market share of just 0.25%. To put this into perspective, Google was processing billions of searches daily, while ChatGPT’s search features were still in the early stages of testing.
However, when we compared data from May 2024 to May 2025, we observed a significant shift. Search GPT had risen to 2.1% of total search traffic—a 740% increase in just 12 months. This was a game-changer for the digital marketing world. ChatGPT now holds a significant share of the search market, large enough to be considered a serious competitor to traditional search engines, such as Bing and Google.
What’s Behind This Explosive Growth?
So, what’s driving this explosive rise? The answer lies in Search GPT’s capabilities. While Google and Bing provide a traditional search engine experience, ChatGPT offers something different: a conversational AI that delivers instant, precise answers directly within the platform. Users are no longer just clicking on search results and bouncing from page to page. Instead, they are interacting with an AI that can directly address their queries in a far more engaging and personalized way.
As part of the study, we analyzed the engagement levels of users coming from ChatGPT. The numbers were clear: Search GPT’s engagement wasn’t just about the volume of searches; it was about user interaction. ChatGPT’s AI-powered search doesn’t just deliver search results—it delivers conversations, keeping users engaged with the platform much longer than traditional search engines.
What This Means for Tech Companies
As I reviewed the data, it became clear that this shift in the search landscape is huge for the Technology companies, especially the IT and MSP sectors. For years, Google has been the cornerstone of digital marketing strategies, and while Google still leads the pack, the rapid rise of Search GPT is forcing businesses to rethink their approach.
Here’s why IT companies need to pay attention:
- The AI Shift is Real: We’re not discussing a fad here. ChatGPT’s growth from 0.25% to 2.1% is a wake-up call for IT professionals. If you’re still focused solely on Google, you could be missing out on increasing users who are now engaging with AI-driven search.
- SEO Strategies Must Evolve: As AI-driven search becomes increasingly dominant, IT companies must adapt their SEO strategies accordingly. Traditional methods that focus on keywords and backlinks may not be sufficient. Companies must create AI-friendly content easily parsed by models like Search GPT, offering quick and direct answers to users’ questions.
- New Forms of User Engagement: Unlike traditional search engines, where users click through multiple results, ChatGPT keeps users engaged on the platform. As our study reveals, this engagement is on the rise. IT businesses need to reconsider how they capture and maintain user attention, especially as more users turn to AI-powered platforms for immediate responses.
The Big Takeaway: Search GPT is Here to Stay
As a digital marketing agency serving MSPs and IT companies, Opollo’s study shows that the future of search is changing. ChatGPT’s surge in search market share—from 0.25% to 2.1%—indicates that AI-driven search engines are gaining traction, and businesses must adapt quickly.
What’s more, this change is happening at lightning speed. The 740% growth in just 12 months signals that AI-powered search is not just a trend—it’s the future of search. If your business isn’t considering AI in your digital strategy, now is the time to start.
As always, Opollo is here to guide you through these changes. If you’re ready to embrace the AI-powered future of search, let’s talk about how we can help you optimize your digital marketing strategies to stay ahead of the curve.
The Future of Search Isn’t Coming—It’s Already Here
A 740% rise in Search GPT traffic tells us one thing: AI-powered search is no longer a fringe player. It’s time to rethink your digital strategy.
At Opollo, we’ve developed targeted SearchGPT Geo Optimization services that help IT and MSP companies show up where AI is sending your next customers. Because getting found shouldn’t be a guessing game.
Let’s make sure you’re not just part of the trend—but leading it.
