i think the most important part of google vs openai is slowing usage of consumer LLMs. people focus on gemini's growth, but overall LLM MAUs and time spent is stabilizing. in aggregate it looks like a complete s-curve. you can kind of see it in the table in the link below but more obvious when you have the sensortower data for both MAUs and time spent.

the reason this matters is slowing velocity raises the risk of featurization, which undermines LLMs as a category in consumer. cost efficiency of the flash models reinforces this as google can embed LLM functionality into search (noting search-like is probably 50% of chatgpt usage per their july user study). i think model capability was saturated for the average consumer use case months ago, if not longer, so distribution is really what matters, and search dwarfs LLMs in this respect.

https://techcrunch.com/2025/12/05/chatgpts-user-growth-has-s...