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Google turns 25: Can it still dominate the next decade?

Written by Lucy Shelley for Campaign

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Google has revolutionised how we find and consume content, democratised information and created a new type of celebrity through its YouTube creators.

The tech monolith has left an indelible mark on modern society—indeed shaped it—but with new waves of AI, cloud tech and social media providing tough competition, is Google under threat now more than ever before?

"While many celebrate Google’s rise from plucky upstart to web query giant this anniversary, others are focused on more interesting questions,” said Romain Job, Chief Strategy Officer at Equativ. “Amid tough competition from Gen AI innovators, there’s rising speculation around how the technology behemoth will evolve to defend its dominance—particularly what happens if Bard doesn’t see off rivals and become the new default search tool.”
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