THE FUTURE OF SEARCH: QUANTIFYING GROWTH IN GENERATIVE AI QUERIES WITH COMSCORE MEASUREMENT

Rhea-AI Summary

Comscore (SCOR) released the first results of its new search market collection and reporting of generative AI queries, showing a 5% increase in search activity including generative AI searches in the Core Search universe. Google remains the leading source for Core Search with over 60% market share, while Microsoft experienced a 0.7 point increase in total share driven by Bing Chat generative AI search.

Positive

• Comscore's introduction of generative AI search has the potential to accelerate enterprise intelligence and consumer discovery online, demonstrating growth and opportunity in the market.
• The 5% increase in search activity, including generative AI searches, indicates a positive trend in the Core Search universe.
• Google's dominant position with over 60% market share in Core Search solidifies its leading role in the industry.

Negative

• The slight decrease in total share for Verizon Media Core Search from September to October may raise concerns about its competitiveness in the market.

RESTON, Va., Nov. 30, 2023 /PRNewswire/ -- Comscore, a global, trusted partner for planning, transacting, and evaluating media today released the first results of its new search market collection and reporting of generative AI queries.

Bringing a step change to the core search market, Comscore has delivered enhancements to its syndicated qSearch measurement to introduce the collection of AI search since May 2023 when the first platforms began to be widely used by consumers.

"The introduction of Generative AI search has been a turning point in the development of consumer discovery online and is accelerating enterprise intelligence. Comscore is now measuring AI led search, demonstrating the growth and opportunity we expect to see in this market," said Steve Bagdasarian, Comscore Chief Commercial Officer.

Comscore data released today shows search activity up 5% MoM (October 2023) including generative AI searches in the Core Search universe.

Google remains the leading source for Core Search with more than 60% of the market share. Microsoft was the biggest mover, increasing its total share by 0.7 points (MoM), driven in part by its Bing Chat generative AI search.

Total Share of the Core Search Universe 

	Searches (MM)		Share
	Sep-2023	Oct-2023	Sep-2023	Oct-2023
Total Internet	15,896	16,848	100,0	100,0
Core Search
Google Sites Core Search	9,758	10,257	61.4	60.9
Microsoft Sites Core Search	4,272	4,647	26.9	27.6
Verizon Media Core Search	1,752	1,827	11.0	10.8
Ask Network Core Search	114	118	0.7	0.7

Source: Comscore qSearch Explicit September 2023 through October 2023, US

Comscore is continuing to explore how AI and other emerging technologies support its mission of providing the most complete view of audiences across platforms and devices, including Proximic, its programmatic targeting division, which leverages AI to power its Predictive Audience offering.

About Comscore
Comscore (NASDAQ: SCOR) is a global, trusted partner for planning, transacting, and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement.

Media
Kai Heslop
KCSA Strategic Communications for Comscore, Inc.

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SOURCE Comscore, Inc.

FAQ

What are the key findings of Comscore's new search market collection and reporting of generative AI queries?

Comscore's new report shows a 5% increase in search activity, including generative AI searches in the Core Search universe.

Which companies are leading in the Core Search market?

Google remains the leading source for Core Search with over 60% market share, while Microsoft experienced a 0.7 point increase in total share driven by Bing Chat generative AI search.

How is Comscore leveraging AI and other emerging technologies to support its mission?

Comscore is exploring how AI and other emerging technologies support its mission of providing the most complete view of audiences across platforms and devices, including its programmatic targeting division, Proximic, which leverages AI to power its Predictive Audience offering.