Google is known for its search engine, which attracts digital advertising worth $40 billion in the year ending March 31, 2023. It is correct to assume that billions are at stake if the market share changes even slightly. The search business is the cash cow, but is facing competitive threats. Microsoft as infused its Bing search engine with ChatGPT. It could disrupt the market. Investors seemed to favour Microsoft and the share prices zoomed. Google which was considered invincible is facing the heat. It has to reinvent the whole thing and allow its own search engine to indulge in AI-assisted conversational exchanges. It too has invested heavily in AI. It knows how to evolve search and how to evolve ads. Yet Microsoft is a formidable competitor with AI-powered Bing. Google believes in the trust people place to get the right information from their searches.