The Future For Internet Search Lies In AI

Uploaded on 2025-06-18 in TECHNOLOGY-Key Areas-Artificial Intelligence, NEWS-Cybersecurity News, FREE TO VIEW

Unlike Google, where you sometimes need have to search through multiple pages, Artificial Intelligence (AI) platforms can often provide immediate results. This AI search capability has led to vigorous speculation about whether AI search will replace conventional Internet browsers as the leading tool Internet search.

Indeed, Apple is reported to be ending its long-standing partnership with Google for web search, which could lead to a shift towards AI-powered search engines in Safari. This move, driven by a desire to integrate AI search capabilities into its browser, could diminish Google's dominance in online search .

But even as AI is becoming a powerful force in search, it seems unlikely to replace Google entirely as Google itself is quickly adapting. Google’s AI Mode, which has been launched in the US, and coming to more countries and regions soon, is the biggest change to Google Search.

AI & Google: Key Differences

While both Google and AI search engines crawl and index the web, they differ significantly in how they process information and deliver results, with AI offering more personalised and conversational experiences. Like traditional search engines, AI search engines crawl and index pages across the Internet. However, these crawlers are enhanced with machine learning capabilities to better understand the content being collected. The information is processed, organised, and stored in a database that can be retrieved during the search process.

The machine learning algorithms are trained on large datasets to recognise patterns in user interactions and improve the ability to deliver relevant results over time. When a user enters a query, the AI-powered search engine interprets it using Natural Language Processing (NLP) and a large language model (LLM). This process allows the platform to understand context, intent, and nuances in how users phrase their questions.

The difference between traditional and AI search engines is that the former displays a list of links with short snippets of texts. AI search engines, on the other hand, generate summaries of the search results, saving time and effort. AI search is focused on semantics, whereas traditional search is focused on keywords.

Google’s Relevance

Google has dominated the search engine space for decades. It has almost 80% of the three most popular desktop search engines. Of the three most popular mobile search engines, Google has 95.5% of the market share. Even with the introduction of generative AI platforms like ChatGPT, that caused a shock-wave across te technology industry, most people still use Google because of its many advantages:

Reputation: Google is known to provide consistent and reliable search results. It has one of the largest and most comprehensive web indexes, covering billions of pages, and an algorithm prioritising quality and relevance.

Data Privacy & Security: Over time, Google has developed robust security measures to protect user data. Yet, ongoing efforts are underway to enhance privacy settings and provide clearer data usage policies.

Local Search Capabilities: Google excels at delivering localised search results, which benefits users looking for nearby services. The platform also seamlessly integrates with tools like Google Maps, which allows for easy navigation and location-based queries.

In comparison with these positive features, Google has two major disadvantageas compared to AI-powered search engines:-

Generic Results: Google often generates generic results without catering to individual user preferences and contexts. While it personalises results based on search history, Google may not adapt as dynamically as AI systems.

Overwhelming Information: Google often generates vast amounts of information, making it challenging for users to find relevant information quickly. The search engine results page (SERP) ranks pages based on quality and relevance, but the output can still be overwhelming.

The ChatGPT Effect

The number of adults in the US using generative AI as their primary search engine is projected to reach 90 million by 2027, although Google will continue to be the most widely used option. However, AI platforms like ChatGPT, Co-Pilot and Grok are picking up pace for a number of reasons. These include:-

Tailored Response: AI search engines can learn from user interactions in real-time and adapt results based on individual preferences and behaviours. They can provide personalised results, recommendations, and content that align with user interests.

Quick Results: Generative AI platforms generate direct responses instead of providing several pages with potential answers. This feature allows users to obtain information quickly with relatively less effort.

Conversational Queries: Technologies like NLP allow users to receive responses in a conversational manner. This capability makes the platform more engaging.

Hallucinations

Amongst these benefits are challenges, the primary challenge for AI search tools is the phenomenon of hallucinations - these are misleading or incorrect results - that can be produced by AI models. Several factors can cause these errors, such as insufficient training data or unclear prompts, and they make AI results unreliable. However, AI models are improving a at a rapid pace and will continue to shape the futures search engines, whether as stand-alone platforms or in conjunction with Google or other conventional browsers.

AI Integration Into Google

Google has launched Gemini an AI platform to compete with other AI search engines. Unlike the traditional model, that focuses on either text or image processing, Gemini can understand and process content across multiple modalities. It also integrates into existing Google products, optimising search for users across different platforms.

By enhancing search capabilities through advanced AI models, Google can redefine how users interact with information online.

While Gemini is a next-generation model, it could be more accurate to view the platform as an enhancement or evolution of Google search, rather than a complete replacement. In summary, users will progressively experience a hybrid model where traditional keyword-based searches co-exist with AI-driven responses, providing greater flexibility, depending on user needs.

Image: Pakorn Supajitsoontorn

You Might Also Read:

How AI Is Reshaping The Cybersecurity Landscape:

If you like this website and use the comprehensive 7,000+ service supplier Directory, you can get unrestricted access, including the exclusive in-depth Directors Report series, by signing up for a Premium Subscription.