{"id":90517,"date":"2025-08-19T14:15:38","date_gmt":"2025-08-19T14:15:38","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/08\/19\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\/"},"modified":"2025-08-19T14:17:07","modified_gmt":"2025-08-19T14:17:07","slug":"standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/08\/19\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\/","title":{"rendered":"Standby As Google Cannibalizes Itself (While Also Devouring All Of Us)"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"narrow-cont\">\n<p>In 2023, I wrote a couple of provocative \u201cwhat if\u201d: What if Google added an AI chatbot to Search, successfully cannibalizing itself?<\/p>\n<p>Quick-forward to 2025, and it\u2019s not hypothetical.<\/p>\n<p>With AI Overviews (AIOs) and AI Mode, Google has not solely eaten into its personal search product, nevertheless it has additionally taken <a href=\"https:\/\/www.growth-memo.com\/p\/ai-halftime-report-h1-2025\" rel=\"nofollow noopener\" target=\"_blank\">a big bite out of publishers<\/a>, too.<\/p>\n<p>Cannibalization is normally framed as a threat. However in the best circumstances, it may be a progress driver-or even a survival tactic.<\/p>\n<p>In right now\u2019s Memo, I\u2019m revisiting product cannibalization by means of a recent AI-era lens, together with:<\/p>\n<ul>\n<li>What cannibalization actually is (and why it\u2019s not at all times dangerous).<\/li>\n<li>Iconic examples from Netflix, Apple, Amazon, Google, and Instagram.<\/li>\n<li>How Google\u2019s AI shift meets the definition of self-cannibalization \u2013 and the place it doesn\u2019t.<\/li>\n<li>The 4 massive advertising and marketing implications in case your model cannibalizes itself within the AI-boom panorama (for premium subscribers).<\/li>\n<\/ul>\n<div id=\"attachment_554092\" style=\"width: 852px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679.png\" alt=\"\" width=\"842\" height=\"471\" class=\"size-full wp-image-554092\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679.png 842w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679-480x269.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679-680x380.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679-384x215.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/cannibalization-679-768x430.png 768w\" data-sizes=\"auto, (max-width: 842px) 100vw, 842px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Picture Credit score: Kevin Indig<\/span><\/div>\n<p data-pm-slice=\"1 1 [\" list=\"\"><em>Boost your skills with Growth Memo\u2019s weekly expert insights. <a href=\"https:\/\/www.growth-memo.com\/\" class=\"ProsemirrorEditor-link\" rel=\"nofollow noopener\" target=\"_blank\">Subscribe for free<\/a>!<\/em><\/p>\n<p>Today\u2019s Memo is an updated version of my previous guide on product cannibalization.<\/p>\n<p>Previously, I wrote about how adding an AI chatbot to Google Search would mean that Google would be cannibalizing itself \u2013 which only a few companies in history have successfully accomplished.<\/p>\n<p>In this updated Memo, I\u2019ll walk you through successful product cannibalization examples while we revisit how Google has cannibalized itself through a refreshed lens.<\/p>\n<p>Because \u2026 Google has effectively cannibalized itself with the incorporation of AI Overviews (AIOs) and AI Mode, but they haven\u2019t found a way to monetize them yet.<\/p>\n<p>And publishers and brands are suffering as a result.<\/p>\n<p>So who wins here? (Does anyone?) Only time will tell.<\/p>\n<p>Product cannibalization is the replacement of a product with a new one from the same company, typically expressed in sales revenue.<\/p>\n<p>Even though most definitions say that cannibalization occurs when revenue is flat while two products trade market share, there are a number of examples that show revenue can grow as a result of cannibalization.<\/p>\n<p>Product cannibalization, or market cannibalization, is\u00a0<strong>often seen as something bad \u2013 but it can be good or even necessary<\/strong>.<\/p>\n<p>Let\u2019s consider a few examples of product cannibalization you\u2019re likely already familiar with:<\/p>\n<ul>\n<li>Hardware.<\/li>\n<li>Retail.<\/li>\n<li>SaaS\/Tech.<\/li>\n<\/ul>\n<p>Hardware companies, for example, need to bring out better and newer chips on a regular basis. The lifecycle of AI training chips is often less than a year because new architectures and higher processing capabilities quickly make the previous generation obsolete.<\/p>\n<p>Right now, chips are the hottest commodity in tech \u2013 companies building and training AI models need them in massive quantities, and as soon as the next generation is released, the old one loses most of its value.<\/p>\n<p>As a result, chipmakers are forced to cannibalize their own products, advancing designs to stay competitive not only with rival manufacturers but also with their own previous breakthroughs.<\/p>\n<p>But there are stark differences between cannibalization in retail and tech.<\/p>\n<p><strong>Retail cannibalization is driven by seasonal changes or consumer trends, while tech product cannibalization is primarily a result of progress.<\/strong><\/p>\n<p>In fashion, for example, consumers prefer this year\u2019s collection over last season\u2019s. The new collections cannibalize old ones.<\/p>\n<p>In tech, new technology leads companies to replace old products.<\/p>\n<p>New PlayStation consoles, for example, significantly replace sales from older ones \u2013 especially since they\u2019re backward compatible with games.<\/p>\n<p>Another example? The growth of the headless content management system (CMS), which increasingly replaces the coupled CMS and pushes content management providers to offer new products and features.<\/p>\n<p>Netflix made several product pivots in its history, but two stand out the most:<\/p>\n<ol>\n<li>The switch from DVD rental to streaming, and<\/li>\n<li>Subscription-only memberships to ad-supported revenue.<\/li>\n<\/ol>\n<p>On November 3, 2022, Netflix launched an ad-supported plan for $6.99\/month on top of its standard and premium plans. (It has since increased to $7.99\/month. See image below.)<\/p>\n<p>During the pandemic, Netflix\u2019s subscriber numbers skyrocketed, but they came back to earth like Falcon 9 when Covid receded: Enter the \u201cBasic with ads\u201d subscription that promoted retention.<\/p>\n<div id=\"attachment_554090\" style=\"width: 870px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466.jpg\" alt=\"\" width=\"860\" height=\"262\" class=\"size-full wp-image-554090\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466.jpg 860w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466-480x146.jpg 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466-680x207.jpg 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466-384x117.jpg 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/pricing-466-768x234.jpg 768w\" data-sizes=\"auto, (max-width: 860px) 100vw, 860px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>Another challenge for Netflix? Competitors. Lots of them \u2013 and with legacy media histories.<\/p>\n<p>Initially, the strategy of creating original content and making the experience seamless across many countries resulted in strong growth.<\/p>\n<p>But when competitors like HBO, Disney, and Paramount launched similar products with original content, growth slowed down.<\/p>\n<p>When Netflix launched the ad-supported plan, only 0.1% of existing users made the switch,\u00a0<strong>but 9% of new users chose it <\/strong>(see below).<\/p>\n<p>A look at other streaming platforms suggests the share will increase over time. Here\u2019s a quick look at percentages of subscribers on ad-supported plans across platforms:<\/p>\n<ul>\n<li>Hulu has 57%.<\/li>\n<li>Paramount+ \u2013 44%.<\/li>\n<li>Peacock \u2013 76%.<\/li>\n<li>HBO Max \u2013 21%.<\/li>\n<\/ul>\n<div id=\"attachment_554093\" style=\"width: 1466px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982.png\" alt=\"\" width=\"1456\" height=\"728\" class=\"size-full wp-image-554093\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982.png 1456w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982-480x240.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982-680x340.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982-384x192.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982-768x384.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/netflix-982-1024x512.png 1024w\" data-sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>However,\u00a0<strong>Netflix\u2019s new plan is not technically considered product cannibalization but partial cannibalization based on price.<\/strong><\/p>\n<p>The product is the same, but through the new plan, it\u2019s now accessible to a new customer segment that previously wouldn\u2019t have considered Netflix.<\/p>\n<p>Additionally, it prevents an existing customer segment from churning since the\u00a0<a href=\"https:\/\/www.kevin-indig.com\/growth-strategies-for-recessions\/\" rel=\"nofollow noopener\" target=\"_blank\">recession shuffles the spending behavior of customer segments<\/a>.<\/p>\n<p>We can conclude that\u00a0the <strong>new ad-supported Netflix plan is not the same type of cannibalization as its streaming service<\/strong>.<\/p>\n<p>In 2007, internet connections became strong enough to open the door to streaming. Netflix was not the first company to provide movie streaming, but the first one to be successful at it.<\/p>\n<p>The company paved the way by incentivizing DVD rental customers to engage online, for example, with rental queues on Netflix\u2019s website. But ultimately, the pivot was the result of technological progress.<\/p>\n<p>Another product that saw the light of day for the first time in 2007?<\/p>\n<p>The iPhone.<\/p>\n<p>When it launched, the iPhone had all the features of the iPod and more, making it a case of\u00a0<strong>full product cannibalization<\/strong>.<\/p>\n<p>As a result, the share of revenue from the iPod significantly decreased once the iPhone launched (see image below).<\/p>\n<p>Even though you\u00a0<em>could<\/em>\u00a0argue it\u2019s a \u201cregular case\u201d of market cannibalization when looking at revenue streams from each product, it was a\u00a0<strong>technological step-change<\/strong>\u00a0instead of partial cannibalization based on pricing.<\/p>\n<div id=\"attachment_554091\" style=\"width: 563px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/apple-unit-sales-521.png\" alt=\"\" width=\"553\" height=\"250\" class=\"size-full wp-image-554091 small-img\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/apple-unit-sales-521.png 553w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/apple-unit-sales-521-480x217.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/08\/apple-unit-sales-521-384x174.png 384w\" data-sizes=\"auto, (max-width: 553px) 100vw, 553px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>However, big steps in technology don\u2019t always lead to a desired replacement of an old product.<\/p>\n<p>Take the Amazon Kindle, for example.<\/p>\n<p>Launched in 2007 \u2013 just like Netflix\u2019s streaming product and the iPhone (something was up that year) \u2013 Amazon brought its new ebook reader, Kindle, to market.<\/p>\n<p>It made such an impact that people predicted the death of paper books. (And librarians everywhere laughed while booksellers braced themselves.)<\/p>\n<p>But over 10 years later, ebooks stabilized at 20% market share, while print books captured 80%.<\/p>\n<p>The reason is that publishers got into pricing battles with Amazon and Apple, which also started to play an important role in the ebook market. (It\u2019s a long story; but you can read about it\u00a0<a href=\"https:\/\/www.vox.com\/culture\/2019\/12\/23\/20991659\/ebook-amazon-kindle-ereader-department-of-justice-publishing-lawsuit-apple-ipad\" rel=\"noopener\" target=\"_blank\">here<\/a>).<\/p>\n<p>Amazon attempted to cannibalize its core business (books) with the Kindle (ebooks), but couldn\u2019t make product pricing work, which resulted in ebooks often being more expensive than print editions. Yikes.<\/p>\n<p><strong>The technology changed, but consumers weren\u2019t incentivized to use it.<\/strong><\/p>\n<p>Let\u2019s look at two final examples here. These two companies acquired or copied competitors to control partial cannibalization:<\/p>\n<ul>\n<li><strong>YouTube<\/strong>\u00a0videos are technically better answers to many search queries than web results. Google saw this very early on and smartly acquired YouTube. Video results took some time to fill more space in the Google SERP, even though they technically cannibalize web results. But today, they\u2019re often some of the most visually impactful results (and often the first results) that searchers see.<\/li>\n<li><strong>Instagram<\/strong>\u00a0saw the success of Snapchat stories and decided to copy the feature in order to mitigate competitor growth. Despite the cannibalization of regular Instagram posts, net engagement with Stories was greater. (And speaking of YouTube, you could argue that YouTube Shorts follow the same principle.)<\/li>\n<\/ul>\n<p>With all this in mind, we can say there is\u00a0<strong>full and partial cannibalization based on how many features a new product replaces<\/strong>.<\/p>\n<p>Pricing changes, copied features, or acquisitions lead to partial cannibalization that doesn\u2019t result in the same revenue growth as full cannibalization.<\/p>\n<p>Full cannibalization requires two conditions to be true:<\/p>\n<ol>\n<li>The new product must be built on a technological step change, and<\/li>\n<li>Customers need to be incentivized to use it.<\/li>\n<\/ol>\n<p>With this knowledge foundation in place, let\u2019s examine the shifts in the Google Search product over the last 12-24 months.<\/p>\n<p>Let\u2019s apply these product cannibalization principles to the case of Google vs. ChatGPT &amp; Co.<\/p>\n<p>In the original content of this memo (published in 2023), I shared the following:<\/p>\n<blockquote>\n<p><em>If Google were to add AI to Search in a similar way as Neeva &amp; Co (see previous article about\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/early-attempts-at-integrating-ai-in-search\" rel=\"nofollow noopener\" target=\"_blank\">Early attempts at integrating AI in Search<\/a>), the following conditions would be true:<\/em><\/p>\n<ol>\n<li><em>AI Chatbots are a technological step-change.<\/em><\/li>\n<li><em>Customers are incentivized to use AI Chatbots because they give quick and good answers to most questions.<\/em><\/li>\n<\/ol>\n<p><em>However, not all conditions are true:<\/em><\/p>\n<ol>\n<li><em>AI Chatbots don\u2019t provide the full functionality of Google Search.<\/em><\/li>\n<li><em>It\u2019s not cheaper to integrate an AI Chatbot with Search.<\/em><\/li>\n<\/ol>\n<\/blockquote>\n<p>I\u2019ve been clear about my hypothesis for a while now. As I shared in my\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/ai-halftime-report-h1-2025\" rel=\"nofollow noopener\" target=\"_blank\">2025 Halftime Report<\/a>:<\/p>\n<blockquote>\n<p><em>I personally believe that AI Mode won\u2019t launch [fully in the SERP] earlier than Google has discovered the monetization mannequin. And I predict that searchers will see method fewer advertisements however a lot better ones and displayed at a greater time.<\/em><\/p>\n<\/blockquote>\n<p>And I highlighted this in\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/is-ai-cutting-into-your-seo-conversions\" rel=\"nofollow noopener\" target=\"_blank\">Is AI cutting into your conversions?<\/a>\u00a0additionally:<\/p>\n<blockquote>\n<p><em>Google gained\u2019t present AI Mode in all places, as a result of adoption is generational (see the\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/the-first-ever-ux-study-of-googles\" rel=\"nofollow noopener\" target=\"_blank\">UX study of AIOs<\/a>\u00a0for more information). I feel AI Mode will launch at a broader scale (like displaying up for extra queries total) when Google figures out monetization.<\/em><\/p>\n<p><em>Plus, ChatGPT isn&#8217;t but monetizing, so advertisers go to Google and Meta \u2013 for now. And that\u2019s my speculation as to why Google Search is constant to develop.<\/em><\/p>\n<\/blockquote>\n<p>Be mindful, to efficiently cannibalize your current product, you want clients to need to use it. And in keeping with a current report from Garrett Sussman over at iPullrank, over 50% of customers who tried Google\u2019s AI Mode as soon as and didn\u2019t return. [<a href=\"https:\/\/ipullrank.com\/ai-mode-report-july-2025\" rel=\"noopener\" target=\"_blank\">Source<\/a>] (So it appears Google\u2019s nonetheless determining the incentivising half.)<\/p>\n<p>Even with the developments we\u2019ve seen within the final six to 12 months with AI fashions \u2013 and the inclusion of stay internet search and product suggestions into AI chats \u2013 I\u2019d argue that they\u2019re helpful for information-driven or generative queries however lack the databases wanted to provide good solutions to services or products searches.<\/p>\n<p>Let\u2019s check out an instance:<\/p>\n<p>In the event you enter \u201cgreatest plumber in Chicago\u201d or \u201cgreatest toaster\u201d into ChatGPT, I\u2019d argue you\u2019d really get much less high quality outcomes \u2013 for now \u2013 than for those who enter the identical queries into Google. (Go attempt it for your self and let me know what you discover. However right here\u2019s a walk-through with Amanda Johnson hopping in for instance this under.)<\/p>\n<p><strong>On the similar time, these product and repair queries are the queries that search engines like google and yahoo with an advert income enterprise mannequin can monetize greatest.<\/strong><\/p>\n<p>It was mentioned that ChatGPT prices at the least $100,000 per day to run when it first crossed 1 million customers in December 2022. By 2023, it was costing about $700,000 a day. [<a href=\"https:\/\/www.govtech.com\/question-of-the-day\/how-much-does-it-cost-to-run-chatgpt-per-day\" rel=\"noopener\" target=\"_blank\">Source<\/a>]\n<p>As we speak, it\u2019s prone to be a major a number of of that.<\/p>\n<p>Be mindful, Google Search sees billions of search queries every single day.<\/p>\n<p>Even with Google\u2019s superior infrastructure and expertise,\u00a0<strong>AI chatbots are expensive<\/strong>.<\/p>\n<p>They usually can (nonetheless) be sluggish \u2013 even with the developments they\u2019ve made within the final 12 months. Present and traditional Google Search techniques (like Featured Snippets and Folks Additionally Ask) may present a a lot quicker reply.<\/p>\n<p>However, alas, right here we&#8217;re in 2025, and Google is cannibalizing its personal product through AIOs and AI Mode.<\/p>\n<p>Proper now, in keeping with Similarweb information, utilization of the AI Mode tab on Google.com within the U.S. has barely dipped and now sits at simply over 1%. [<a href=\"https:\/\/www.seoforgooglenews.com\/p\/initial-thoughts-on-google-ai-mode\" rel=\"noopener\" target=\"_blank\">Source<\/a>,\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/the-new-normal\" rel=\"nofollow noopener\" target=\"_blank\">Source<\/a>]\n<p>Google AIOs at the moment are seen by greater than 1.5 billion searchers each month, and so they sit entrance and heart. However engagement is falling. Customers are spending much less time on Google and clicking fewer pages. [<a href=\"https:\/\/searchengineland.com\/ai-overviews-data-google-visits-are-up-but-engagement-is-falling-454911\" rel=\"nofollow noopener\" target=\"_blank\">Source<\/a>]\n<p>However Google\u00a0<em>has<\/em> to\u00a0compete with not solely different search engines like google and yahoo that present an AI-chat-forward expertise, but additionally with ChatGPT &amp; Co. themselves.<\/p>\n<p>Beneath, I\u2019ve listed out essential concerns in your model for those who may make the most of product cannibalization as a technique.<\/p>\n<p>You\u2019ll need to:<\/p>\n<ol>\n<li>Reframe cannibalization as a strategic choice for the model somewhat than a failure.<\/li>\n<li>Use the total vs. partial cannibalization lens.<\/li>\n<li>Take a look at the 2 success circumstances.<\/li>\n<li>Shield your core choices when you experiment.<\/li>\n<li>Use aggressive cannibalization defensively.<\/li>\n<li>Monitor, be taught, and alter.<\/li>\n<\/ol>\n<p>Within the subsequent part, for premium subscribers, I\u2019ll stroll you thru what to be careful for for those who resolve to make use of product cannibalization as a progress technique.<\/p>\n<h3><strong>1. Reframe Cannibalization As A Strategic Possibility<\/strong><\/h3>\n<ul>\n<li>Don\u2019t default to seeing product cannibalization as a failure; assess if it may shield market share or speed up progress.<\/li>\n<li>Audit your product line and GTM technique to determine areas the place you could possibly self-disrupt earlier than a competitor does.<\/li>\n<\/ul>\n<h3><strong>2. Use The Full Vs. Partial Cannibalization Lens<\/strong><\/h3>\n<ul>\n<li><strong>Full cannibalization<\/strong>\u00a0works greatest when there\u2019s a tech leap and powerful buyer incentives.\n<ul>\n<li><strong>Instance:<\/strong> Apple iPhone changing iPod \u2013 all iPod options plus way more functionality led to the iPod\u2019s speedy decline.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Partial cannibalization\u00a0<\/strong>through pricing, options, or acquisitions is much less dangerous however could not ship massive progress.\n<ul>\n<li><strong>Instance:<\/strong> Netflix ad-supported plan \u2013 similar streaming product, however a lower-cost tier opened the door to new segments and decreased churn threat.<\/li>\n<\/ul>\n<\/li>\n<li>Map present and future choices in opposition to these two classes to resolve your method.<\/li>\n<\/ul>\n<h3><strong>3. Take a look at The two Success Situations<\/strong><\/h3>\n<p>A cannibalizing product is extra prone to succeed when each are true:<\/p>\n<ul>\n<li><strong>Tech Leap:<\/strong> Provides a meaningfully higher solution to resolve the issue.\n<ul>\n<li><strong>Instance:\u00a0<\/strong>Netflix DVD \u2192 Streaming in 2007 leveraged quicker web speeds to alter the supply mannequin completely.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Buyer Incentive:<\/strong> Decrease price, higher efficiency, extra comfort, or standing.\n<ul>\n<li><strong>Instance:\u00a0<\/strong>YouTube acquisition by Google made richer, extra visible solutions doable in Search, bettering the person expertise.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>If each apply \u2192 pursue full cannibalization.<\/p>\n<p>If one applies \u2192 pursue partial cannibalization with managed scope.<\/p>\n<h3><strong>4. Shield Your Core Whereas You Experiment<\/strong><\/h3>\n<ul>\n<li>Determine high-revenue segments and defend them from early disruption.\n<ul>\n<li><strong>Instance: <\/strong>Google retaining AI Mode away from extremely monetizable queries like \u201cgreatest bank card\u201d till the advert mannequin is prepared.<\/li>\n<\/ul>\n<\/li>\n<li>Take a look at self-disruption in lower-stakes markets to validate demand earlier than scaling\n<ul>\n<li><strong>Instance:\u00a0<\/strong>Instagram Tales rolled out in a method that boosted internet engagement whereas defending the feed\u2019s advert stock.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><strong>5. Use Aggressive Cannibalization Defensively<\/strong><\/h3>\n<ul>\n<li>When a rival launches a risk, select between:\n<ul>\n<li><strong>Purchase:<\/strong> Google buying YouTube to regulate the rise of video as a search reply format.<\/li>\n<li><strong>Copy:<\/strong> Instagram adopting Tales from Snapchat to cease person migration and develop engagement.<\/li>\n<li><strong>Differentiate:<\/strong> Amazon Kindle \u2013 a tech leap that attempted to maneuver readers from print to digital, however and not using a value benefit, adoption plateaued.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><strong>6. Monitor, Be taught, And Regulate<\/strong><\/h3>\n<ul>\n<li>Observe engagement, income combine, and adoption by phase.\n<ul>\n<li><strong>Instance:<\/strong> Similarweb information on AI Mode \u2013 U.S. utilization holding simply over 1%, signaling limits to adoption pace.<\/li>\n<\/ul>\n<\/li>\n<li>Regulate rollout tempo based mostly on generational adoption patterns and competitor strikes.\n<ul>\n<li><strong>Instance:\u00a0<\/strong>Google AIO engagement drop \u2013 displaying that placement alone doesn\u2019t assure sustained person curiosity.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>A superb instance is how to do that is Chegg.<\/p>\n<p>The corporate has been\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/cheggmate\" rel=\"nofollow noopener\" target=\"_blank\">obliterated by Google\u2019s AI Overviews<\/a>\u00a0and even sued Google. Chegg\u2019s worth was solutions to homework questions, however since nearly each scholar makes use of ChatGPT for that, their worth chain broke. How is the corporate reacting to this life-ending risk?<\/p>\n<p>In my\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/marketplace-deep-dive-q2\" rel=\"nofollow noopener\" target=\"_blank\">Q2 Marketplace Deep Dive<\/a>, I clarify that Chegg has discovered a lifeboat:<\/p>\n<blockquote>\n<p>Chegg has launched a brand new device, Resolution Scout, that permits college students to match solutions from ChatGPT &amp; Co. with Chegg\u2019s archive.<\/p>\n<p>As a substitute of attempting to beat AI Chatbots, Chegg hits them the place it hurts: within the hallucinations.<\/p>\n<p>LLMs could make stuff up, which is particularly painful relating to studying and taking checks. Think about you spend hours internalizing the improper info!<\/p>\n<p>Resolution Scout validates AI solutions with Chegg\u2019s archive of human-sourced materials. It compares the reply from foundational fashions and highlights variations and consensus.<\/p>\n<\/blockquote>\n<hr\/>\n<p><em>Featured Picture: Paulo Bobita\/Search Engine Journal<\/em><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.searchenginejournal.com\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\/554088\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2023, I wrote a couple of provocative \u201cwhat if\u201d: What if Google added an AI chatbot to Search, successfully cannibalizing itself? Quick-forward to 2025,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":56524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-90517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Standby As Google Cannibalizes Itself (While Also Devouring All Of Us) - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2025\/08\/19\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Standby As Google Cannibalizes Itself (While Also Devouring All Of Us) - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailinvest.blog\/index.php\/2025\/08\/19\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\/\" \/>\n<meta property=\"og:site_name\" content=\"mailinvest.blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freelanceracademic\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-19T14:15:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-19T14:17:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailinvest.blog\/wp-content\/uploads\/2024\/09\/kevin-indig-growth-memo-133.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"842\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin@mailinvest.blog\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin@mailinvest.blog\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/\"},\"author\":{\"name\":\"admin@mailinvest.blog\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\"},\"headline\":\"Standby As Google Cannibalizes Itself (While Also Devouring All Of Us)\",\"datePublished\":\"2025-08-19T14:15:38+00:00\",\"dateModified\":\"2025-08-19T14:17:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/\"},\"wordCount\":2802,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/kevin-indig-growth-memo-133.png\",\"articleSection\":[\"Tech Universe\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/\",\"name\":\"Standby As Google Cannibalizes Itself (While Also Devouring All Of Us) - mailinvest.blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2025\\\/08\\\/19\\\/standby-as-google-cannibalizes-itself-while-also-devouring-all-of-us\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/kevin-indig-growth-memo-133.png\",\"datePublished\":\"2025-08-19T14:15:38+00:00\",\"dateModified\":\"2025-08-19T14:17:07+00:00\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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