AI TRENDS | World Cup Round of 16 Drives Google Searches to 28-Year High

Google’s global search volume hit a 28-year high during the recent World Cup round of 16 matches, countering market predictions that AI would replace search engines, according to Ming Pao. Research cited from SparkToro and Gartner said the share of “zero-click searches” globally is nearing 70%. With the wider adoption of generative AI, overall traffic to traditional search engines is expected to fall 25%. The report said users are increasingly reading AI-generated “overviews” directly on Google’s homepage, leaving traditional media and corporate websites facing a “traffic without clicks” risk. Owlish Online Limited founder Li Kwan-lok said companies should maintain traditional SEO foundations while upgrading to “generative engine optimization (GEO).”