In the last almost three years, since ChatGPT, I’ve been pointing out the threat it represented to the classic Google Search model.
Yet also why, independently of it, Alphabet will be one, if not the most successful, AI company.
![This Week In AI Business: Even if Google Search will Die, Alphabet will Thrive [Week #17-2025]](https://substackcdn.com/image/fetch/$s_!0Y2V!,w_140,h_140,c_fill,f_webp,q_auto:good,fl_progressive:steep,g_auto/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdc67456-e0ff-4797-b8ae-bf8cdc010bd7_1666x1450.png)
Google is executing a defensive transformation that reveals the fundamental tension facing all incumbent platforms: how to integrate AI without destroying your core business model. Their strategy shows sophisticated adaptation on multiple fronts, but it’s not just defense.
Google is simultaneously attacking and defending, leveraging its unique advantages to control the entire AI value chain while protecting its over $300 billion annual revenue stream that depends on user behavior AI is designed to eliminate.
The Four-Pronged Monetization Defense
