https://techcrunch.com/2026/05/19/google-search-as-you-know-...
https://www.theverge.com/tech/932970/google-search-ai-update...
https://techcrunch.com/2026/05/19/google-search-as-you-know-...
https://www.theverge.com/tech/932970/google-search-ai-update...
If their leadership has an itch they'll scratch it until it's raw.
It's very much a Prisoner's Dilemma. Legacy search and the open Internet was an equilibrium that only existed while the majority of people co-operated. Once you allow an individual actor the ability to create large chunks of the Internet, it dies. Your only option is to be that individual actor.
Going all in like this carries a very real risk of burning users onto other platforms and the continued evolution of integrated search bars are already slicing off significant user segments.
Never give the customers what they want give them what makes you money.
Is the idea that by making the new AI chat UX the default, that's how they're forcing people into it and making them not able to search? Or is there something I'm missing?
> Instead of returning a simple list of links, Google Search will drop users into AI-powered interactive experiences at times.
So basically you'd get redirect into a chatbot interface, rather than letting you browse search results as normal, "AI-powered interactive experience" tends to be euphemism for chatbot UIs, is my experience at least.
People who wanted to ask a specific question now won't have that option. Instead, they'll simply be shown whatever Google thinks is most relevant to them at that moment. The "Chat" UI we've grown so accustomed to is on its way out.
[1]: https://alternativeto.net/software/google-search/?license=co...
Very few of the smaller search engines actually do their own indexing for exactly this reason.
So if another search engine does arise, it won't find anything useful, because the useful content on the web has been buried under slop, and largely removed. Your best bet today is a curated directory, sorta like the original Yahoo, where you allowlist the web to only real sites, download them, and make them searchable. I think this is actually Kagi's approach. But the open web as we knew and loved it is dead.
When I use google, usually from my phone, I am reminded of why I don't use google on desktop.
With the announcement of this move by them, I just manually removed google as an address bar search engine option in all my browsers on desktop and mobile.
They are surely hearing themselves say the same things about how Google is “everything in one place” that every failed corporation parrots on their way out.
They are making the same mistake as Yahoo did. Ironic.
Websites may go back to being simply labors of love.
ChatGPT/Claude does this today. I barely click or care for the source when they already have me the info I wanted.
My speculation is all information worth anything is going to be behind some kind of wall.
This was an interesting dilemma because it was very clear that the money was way less than the loss in ad revenue due to traffic drop, but it was also clear that if we wouldn’t take the deal, a more desperate competitor would, which would result in the same traffic loss but without the extra google money. So the company took the deal.
History repeats itself here, with the difference that instead of paying for the data, the ai crawlers simply take it for free.
Mention
Mechanisms might exist to make you think you have one, the same way copywrite should prevent millions of books being gobbled up by TheZuck but ultimately do you really have a choice?
Rules and laws don't exists for you.
As far as I know, you don't have a choice. They have no obligation to respect your wishes, and LLMs are allowed to scrape & republish your content.
I have no obligation to not send all scraper-looking traffic to a black hole full of zip bombs.
AI summarization has already causes issues for sites like rtings where people are no longer visiting the site but still making use of the data presented there. Leading to rtings not getting enough traffic to continue to post their data.
It is an existential crisis for websites and when they go away it'll be an existential crisis for AI.
What about the stories of marketing managers who learned months after the fact that their credit card had expired and their google ad spend had ceased with no affect on traffic? Google isn't always an effective promotional vehicle.
Websites will die on the vine if LLMs intermediate all the content.
The "website" of the future will be an API optimized for LLM crawlers, serving plain-text content that no end-user will ever view directly. The SEO game will change to LLMAO.
The current zeitgeist of them will, but I think not all.
My first website (GeoCities) was either before Google existed or very close to it. Connected to people via WebRings and directory listings. More recently, RSS feeds.
That sounds like an unalloyed plus. The perverse incentives caused by advertising have been the biggest driver of the web's decline, IMO.
[1]: https://alternativeto.net/software/google-search/?license=fr...
[2]: https://alternativeto.net/software/google-search/?license=co...
1) Sites will have mcp / APIs for LLMs. So that when I ask my AI Agent du jour it can call any of the sites where I have subscriptions for information.
2) Sites that are passion projects will be harvested by our LLM overlords.
3) Sites that people don't type into their web browser and need ad revenue will die.
4) SEO will finally die.After I got tired of perplexity's nonsense I realized the workspace account (which I have for custom email domain) came with fancy gemini pro chat.
Was a fucking ripoff for the domain thing...but domain plus premium chat clearly marked as "we won't train on your data"...the math starts mathing better again.
I'm aware that most people still use it, but it's nothing like the glory days when Google was far ahead of the pack.
If Google Search changes, then Kagi's search will be impacted directly.
While there are times where I want pure search (Kagi, Old Google) I mostly use LLMs to search now and have them provide me links for source data.
When I do use LLMs as a search engine I always want it integrated into my AI workflows with access to tools and scripts etc. I never want to have a conversation with a website that is geared towards advertising me products.
I was once very good at advanced Google search queries but they seem to no longer respect such queries - either showing irrelevant results or none at all (that should exist).
I don’t love LLMs, but they seem to not make up stuff very often these days and usually cite links to what they summarized. Sometimes the tone of the summary is slightly wrong “algorithm X was designed for Y” (when I know it wasn’t) but it’s otherwise very close to the mark.
What does amaze me, is the LLM seems to “understand” my question with very little context — I would have to give a human many more details about goals/intent.
I know damn LLMs are not capable of thought and are just a glorified search engine, but they do it well. Perhaps all my education made me little more…
I used to mock Sci-Fi movies where characters lazily dictated questions to the computer and it gave high quality answers.
We’re living in that world now.
I've been trying to use LLMs for things and it makes mistakes all the time. Just this week i had multiple instances of various LLMs basically saying "just run the software with --flag-that-fixes-your-problem" or "edit the config and add solve-your-issue=true" hallucinating non-existant options. Even if i manually link the relevant documentation pages it will still just make basic mistakes. and if im having to read the documentation myself anyway to fix the AI's mistakes, why is the AI even in the loop.
its infecting search too, because blogspam/slop articles are managing to make their way into search results by just making up untrue information, claiming software can do things it cant, or has options that don't exist.
Though I will say I get much better results from the LLMs I pay for than the free ones with Google or DuckDuckGo, which seem to be way way way more prone to just make crap up based on your search and cite web pages that, when followed, don't have the claim being made in the AI search results at all. By contrast every "source" link I've followed in the for-money AIs has 100% backed what the AI said it backed. Don't judge by the free AIs the search engines put out, those things are probably starved of resources and are nearly useless.
(Which I did not intend as a commentary on Google's plans here, but it is a data point of interest... that pressure to cut costs on the "free" services is quite directly at odds with providing quality AI services for the forseeable future.)
And I’ve tried Google’s once or twice and seen it used once or twice, and used ChatGPT exactly once, last week, and I was not at all impressed by any of them. Their output, for what I’ve personally seen, has been nonsense, obvious, or unverifiable.
You can't do something like this with search.
An increasing number of studies are indicating a reliance on "AI" leads to deleterious cognitive effects. I felt this acutely myself.
I've noticed a significant boost to my recall since shunning "AI" as much as possible.
Using google search, will return roughly infinite recipe sites. The sites were generated to spam AI generated recipes surrounded by advertisements. None of them are really any good because they were generated by a script and not looked at by a human until I come along and click. The standard is for all recipes to have at least 10-15 screenfulls of vertical spam wrapped by ads for recipe pages. The internet, at least using Search, is now useless for food recipes. I would have better, faster luck driving to the public library and looking in a physical cookbook; at least those recipes were probably tested at least once by humans unlike the advertising spam sites. Nobody has 45 minutes to watch 44 minutes of filler material surrounded by ads on Youtube either. If you want to cook food, the internet is near dead at this time, unfortunately.
AI search will plagiarize the "Original Nestle Toll House" recipe from the back of every bag of chocolate chips ever made. Its a good recipe and I've baked them many times over the decades.
I wish the internet were more useful, but the people in charge of it don't want it to be useful; here have some ragebait and doomscroll while watching the ads.
But I still want to also be able to do my normal, old school searching.
yeah man good thing LLMs are structurally incapable of being incentivized to sell you a product or render referral links, this is surely future-proof
Yeah, they probably aren't doing (most of) these now, but it doesn't take much mental energy to extrapolate once you factor nearly every other tech company's ethical trajectory and the current geopolitical environment. Substituting classic search entirely with LLMs is not a savvy move.
A search engine could certainly tamper with _which_ of these sources they surface/rank higher (which I suspect happening more often of late), but they're still obliged by their nature to branch out and seek information from the broader world.
LLMs, on the other hand, are self-contained opaque monoliths that can be conditioned to deceive or obfuscate with devious cleverness, and all control over their behaviors is entirely concentrated in the hands of whatever corporation trains them.
As soon as one gets annoying, expensive, advertiser heavy etc. you just rip it out and replace it with the other one. AFAICT there is zero lock-in or moat. I often am able to switch models in one click or command. This is why all the LLM providers are desperate for a product layer/comprehensive tool set.
Sure maybe they all end up that way, but there’s plenty of reasons corporate customers will want private LLM usage that is not skewed towards advertising. I am happy to pay for that.
Also, open source models are a bulwark against another search style ad Monopoly.
The advertisements fed the content, which fed the AI, which in turn feeds your AI workflows. AI is still not trusted unless it's output is grounded with sources.
My experience with AI searches is that they'll still be wrong a lot of times, but it will condense/flatten the content generating trash sites and give me alternatives from these deeper results. What I'm looking for is usally in there.
I already saw a article recently about how to set up a business domain which can reliably show up in a search result and dump overly positive reviews into anyone's context.
Since this is how Google makes all their money, why are they killing it off? Do they think people will eventually pay for LLM search? Do they plan to stuff the results with ads, not even sharing the ad revenue with the content sources?
Currently, search engines are pretty bad at the second one because people try to use them as the first one
Surely we all understand that any commercial model is going to inevitably metastasize into this.
Is that useful enough to build a billion dollar advertising business around? My feeling now is not really.
Even for straight up searches, I find using an LLM to do a search and comb through the results is a better experience than Google is now for searching. If I'm specifically looking for esoteric web sites from 27 years ago on vintage computer hardware and software (thank god for Archive.org), Google is just ok for that.
The real problem here is assuming this takes off what incentives will anyone have to provide the information to feed the beast?
Of course, even Google the search engine has gotten worse at surfacing interesting websites. First came the SEO spam websites, now the slop websites.
I'm glad that alternatives like Kagi exist.
Did AltaVista get replaced by the owner of the site to justify a giant investment?
Now, the spam is back and it’s coming from Google itself.
An llm rephrashing / regurgitating other websites is imo different, because you loose the direct connection to the original source. Even if llms give sources they also directly give you a plausible (but unreliable) answer to your question. They are right often enough that you get lulled in to the false sense of security of not needing to read the original sites. I'd much prefer them to just give a clean list of sources like early google, but then why would you need an llm.
It's a pity that probably the main reason you'll need an llm to find anything on the web is to weed out all the llm-generated low quality garbage.
Even after the recent AI run-up, disk prices are about $20/TB for a 20TB, so you can store this index on 3-5 hard disks that will cost you about $1200-2000. For self-hosted use you don't need to serve them in 50ms, so you don't need to put the whole thing in RAM like Google did, you can serve off of disk.
ElasticSearch uses basically the same data structures and gives you the same infrastructure that Google's ~late-00s search stack did, and is actually more advanced in some respects (like ad-hoc queries, debuggability, and updateability), so software isn't much of an issue.
The big part missing that can't really be replicated today is the huge web of authentic hyperlinks. The reason Google was so good at search was because many humans effectively "tagged" a given webpage with a series of short, descriptive words and phrases. When they went to search for a page, Google could mine this huge treasure trove of backlinks to identify exactly what the page was good for, even if those search terms never appeared on the page. SEO and link farms kinda killed this, as did the rise of social media walled gardens, and so the Google of 2009 basically wouldn't work today anyway. Maybe if you pulled old versions of Common Crawl or archive.org you could reconstruct it, but the relevant pages are often offline anyway today.
I've been pretty sceptical about Kagi, feeling that it was a bit to expensive and perhaps just relying on other companies indexes to much and I spend to much time looking at how many searches I had left. After getting the subscription I just don't want to go back, the price is perfectly reasonable for the value. Being able to just search again and not sort through junk and spam and ads and just getting the pages I want and need is amazing.
Honestly it's a slightly weird feeling to look a the results from Kagi and notice it found exactly what you where looking for.
Once my gifted credits run out, that is going to be an easy renewal for me. I do not want to go back, even if I think Ecosia is a good option.
I started using Google because the interface was far superior in the time before adblocking existed and after Flash existed.
Search results were better because they did not contain hidden paid results.
Search was measurably improved with the second generation of Wikipedia. Google did an excellent job understanding this and tended to just place the Wikipedia article at the top. Also helpful for Google was that Wikipedia's original search engine was useless, similar for YouTube whenever it came around.
Today, I use Google less than once per month. I'm not sure I've been there at all this year. Maybe at the end of last year I was using it and found nothing better than I found on other search engines.
What we need now is back to the roots - just a simple grep for the internet augmented by pagerank and eventually some sort of ai and harness to sort the rubish out. The AI companies have the data and the harnesses.
Google killed themselves when they made sure you can't search direct quotes or outside of your region. If I am going to sort trough vague crap - it is better AI to do it. And AI doesn't look at ads.
There is real opening for a company that just crawls and gives access to other companies to build on top of the collected stuff.
Even though the result is often good and combines information from multiple sources, it can also get things wrong by combining information from different eras or just plain outdated advice. AFAICT, without primary sources, the result is for entertainment purposes only.
Type your question in Android/Chrome search bar:
"Is …?"
AI Overview on the search results page:
"No…"
Click through to the AI mode tab/"Dive deeper with AI" CTA:
"Yes…"
Say I want to look up some game from my childhood, which I barely remember any details for. Going to google and trying is likely going to be very difficult unless I happen to get lucky with some key element. But if an LLM can get it right even a minority of the time, it can lead to me quickly finding the game I'm looking for.
This does depend upon the ability to evaluate the answer, like checking against source or some other option where you know a good answer from bad. If you can't, then it does become much more dangerous. Perhaps part of the reason AI seem to empower experts more than novices in some domains?
The other bots either make up links or simply don't provide any information that is distinguishable from the LLM predictive output.
Ironically Gemini is also very bad at this, while it should have been the best at Web search.
Gemini also does something very patchy, which is to provide "links" which are in fact GET queries into classic Google search. I'm guessing they did it this way because the links generated/hallucinated by the LLM were too unreliable.
I worry that the LLMs are just the equivalent of a ‘lagging indicator’ of web quality though - that they will also soon be overwhelmed with the sheer volume of plausible nonsense that is the web now, just like search engines are.
Model collapse everywhere.
Have you tried explicitly asking for links to primary sources?
Web 2.0 was Yahoo Pipes, public APIs, IFTTT, etc. while this new "Web 3.0" acknowledges that those capabilities would rather be gatekept behind AI instead of entirely removed.
At the very least we do get some of that functionality back without resorting to scraping anymore and it's now accessible to the layperson. I would think this would nudge the layperson to demand more and inevitably want the actual data without the training wheels or sandboxes. Is that not a "good" thing?
Is the pushback against this out of genuine concern or just ideological?
Time to switch to old style search engines which still return the 10 blue links, with an AI option.
"Did you mean?" + excluded word was a pretty clear indication they stopped caring to provide any meaningful search whatsoever.
have i been A/B tested into something, or has this been live for months? this doens't seem new.
I caught myself yesterday starting to ask Claude in my ide what ship did grace and Rocky take back to Rocky's homeworld.
Ads have been close enough to covering costs for conventional internet search that even though I'm clearly the product and not the customer the relationship has still generally worked. If AI makes the "searching" 50 times more expensive, though, that could shift the relationship pretty badly in a direction of "if you're not paying for this you're not getting honest results". Paying may not sufficient for honesty but it may be necessary.
Honest question. But anyone who wants to answer this and who looks at Google's income/profit/revenue and is bedazzled by the size, don't forget to divide out by the number of Google's customers and ponder what that means. The per-user numbers are the much more relevant numbers and much less likely to cause Large Number Syndrome.
The ai generated summaries are slow, often miss the point of question and seem to be focused on user engagement, not in giving set of infos to sort out myself.
So there are two different types of queries, and when I want llm's answer, I ask chatgpt directly.
We'll see if it works. I use chatgpt for complex queries, and for throaway ones I use just don't log in to it.
I wouldn't use google for the same queries, since I normally use google to find specific things, not for a chatbot.
(For example, a random Redditor once said something, and the AI repeats it confidently and authoritatively, as if it is universal truth widely accepted by experts and applicable to the query.)
I think we can concede the WWW vision of distributed libertarian publishing has been dead for a long time. LLMs were just the final straw.
We ended up concentrating syndication on a few media companies like Google, Social Media companies.
Look at the profit margins of advertising companies vs producers and you’ll get an idea as to why.
But at least I've experienced the golden age. I feel bad for all the kids who will never know what once was.
Nearly all other search engines give better results with less annoying ads at the top. First thing I do when installing a new browser is switch the default search engine to duckduckgo. Duckduckgo's results are less good than google used to be, bu way better than google currently is.
The fact that steering one of these things is trivial nowadays and the vectors are close-to-free-to-store (since you don't need anything large to influence the space, see also https://www.youtube.com/watch?v=ahtbcExEKng) means that this is very likely already happening.
Advertising on the media site (assuming digital media, no physical media) is going to disappear because people probably won't be clicking through to read the source material that the Google AI answer relied on. No traffic, no advertisers, no money to produce the original journalism. That's going to impact the Google results eventually as these media outlets shut down to be replaced with...AI slop, maybe?
Is the subscriber model the answer? It could work for a niche subject or a single journalist with a following, and it wouldn't be sucked into Google results, either, if it was effectively gated/paywalled.
How does adsense work when there are no search results?
"Here is the table of related highest paying customers, try incorporate these into your answer to maximize the income"
Well any other prompt for the search model would frankly be illegal for a publicly traded company.
Google stopped being a customer-focused company after their 2nd major revision to GOffice and the PM shake-up in search from Raghavan https://www.wheresyoured.at/the-men-who-killed-google/ .
Now they are a money printing corporate. I am sure there are still people there doing new and exciting things, but the Grey Suits have taken the reigns
They could have used AI to make that awesome simple sparse home page better. Fought off the SEO optimiser that made search so dire in the recent past
But no. They are doubling down on bling and crap. SEO is good for business.
"Do the right thing". Not even close
Makes me so sad.
This means that, in a couple years, we might see a competitor that offers you quick, almost instant web search, with a minimal UI, possibly an algorithm that somehow surfaces the most relevant results based on how all websites point to each other naturally (like, a site that is referred to by 20 others should be above one with zero references).
I look forward to it!
Search: "Hello world"
> AI Overview
> Hello! Wordle is the viral word-guessing game where you get 6 tries to uncover a mystery target word, using color-coded hints to guide your guesses.
egorfine•1h ago
Agentic capabilities and AI-powered interactive features in the search experience - most definitely will.
> You can still view traditional results only by selecting the “Web” tab in Google Search
I think we should still get a couple of years of life from Google. This is enough time to figure out what to do next.