A recent article in The Wall Street Journal paints a concerning picture for Google, likening the company to a “Titanic just hours before hitting the iceberg.” The analysis suggests that Google is experiencing a trend similar to Facebook, with an increasingly older user base. This shift is becoming a growing issue for Alphabet, Google’s parent company.

One of the immediate challenges comes from the U.S. Department of Justice, which has called for Google to be dismantled, including a proposal to sell the Chrome browser. However, this might not be the company’s biggest problem.

Google’s core business model is under strain

More users are turning to Artificial Intelligence for quick answers, younger audiences are opting for alternative platforms, and the perceived quality of search results has declined, partly due to the influx of AI-generated content on the web.

According to The Wall Street Journal, these factors, when combined, could lead to a gradual decline in Google searches and the massive profits they generate. The article also highlights the changing habits of users, who increasingly rely on Google’s competitors for shopping or finding information online—such as Amazon for product searches. Naturally, advertisers are following their target audiences to these rival platforms.

Although the “collision” envisioned by The Wall Street Journal is unlikely to happen in the immediate future, there are several warning signs that Google should address. In the U.S., Amazon is gaining a significant share of the advertising market, with revenues doubling, while Google’s share has dropped below 50% for the first time. Additionally, a formidable new competitor looms on the horizon: TikTok. Recent research shows that 23% of TikTok users perform a search within 30 seconds of opening the app.