A Lady Gaga Google Search shows how AI is upending the world’s most profitable online business. ‘Site owners are terrified’

• Google Search has been essentially the same for more than 20 years.
• Generative AI is bringing some of the biggest ever changes to Google Search.
• Business Insider tracked some of these changes over several months to see how the Search business is evolving. 

Google is poised to once again change the way most people find information online. This time around it’s trying to reap even more of the benefits for itself.