Google is now focusing on artificial intelligence (AI). They have even spent around $2.84 million last year in AI research and development according to business week. In early September they instigated the use of AI to determine what people are searching for as they type keywords into the search box. According to the company, this saves the user about two to five seconds per search.

This will encourage people to use Google more as search engine. "This innovation in user experience could improve Google's market share lead and at a minimum, force competitors to play catch-up," Wolk wrote.

Artificial intelligence is pushing the use of Google on mobile devices, where it also governs search. "Google Instant, when it becomes available on mobile phones later this year, should increase the company's appeal to consumers on the go, driving up mobile ad prices," Wolk wrote.