Alphabet: Is Artificial Intelligence Strengthening Google or Cannibalising Its Best Business?
As generative AI reshapes how people search for information, Alphabet faces a delicate challenge: integrating AI deeply enough to defend Google’s dominance without undermining the advertising economics that made Search one of the most profitable businesses in the world.
ET&A Research · 17 August 2026
For much of the generative AI boom, Alphabet has faced an unusual problem: the technology offering perhaps the greatest opportunity for the company is also the technology most capable of disrupting its most profitable business.
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