In a matter of months, artificial intelligence has begun to change how people search for things online in ways that alarm some marketers. Consumers who use traditional search engines like Google and Bing are now greeted atop their search results by AI-generated summaries of the topics at hand. OpenAI said last month that ChatGPT will soon roll out a shopping button that redirects users to a merchant’s website, where they can buy the product they were researching. OpenAI says ChatGPT now processes roughly one billion searches a week, but Google handles 5 trillion searches each year, or around 100 times that total, according to its most recent figures.  “This is not big for us yet, but it could be,” Joy Howard said of LLM searches.  Q1i1BlXWfajcTTkzC3B2-WSJNewsPaper-5-12-2025.pdf