Google and search go together like Kleenex and tissues, Band-Aid and bandages and Crock-Pots and slow cookers. In other words, Google's brand is so connected to search that people talk about googling for information they need, even if they use an alternative search engine. ChatGPT may pose an emerging threat to the artificial intelligence industry, but Google's sheer scale, size, and dominance in the search business positions it well for battle, according to Morgan Stanley analyst Brian Nowak. In the long run, however, don't be surprised if ChatGPT, or other AI competitiors, impact consumer behavior patterns around travel search, he added. "While we believe the near-term risk is limited – we believe the use case of search (and paid search) is different than AI-driven content creation – we are not dismissive of threats from new, unique consumer offerings," Nowak wrote.

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