Google search may experience a decline in profitability and engagement due to the emergence of other organizations capable of crawling the entire web. The quality of Google search is predicted to decay compared to competitors due to advancements in machine learning and AI. However, it is difficult to determine who will win in this space, as multiple companies have the resources to compete. As a result, consumers may have access to high-quality search results from various sources, leading to a potential loss of 10-15% usage for Google.