The Death of Search

For nearly two years, the world’s biggest tech companies have said that AI will transform the web, your life, and the world. But first, they are remaking the humble search engine.

Chatbots and search, in theory, are a perfect match. A standard Google search interprets a query and pulls up relevant results; tech companies have spent tens or hundreds of millions of dollars engineering chatbots that interpret human inputs, synthesize information, and provide fluent, useful responses. No more keyword refining or scouring Wikipedia—ChatGPT will do it all. Search is an appealing target, too: Shaping how people navigate the internet is tantamount to shaping the internet itself.

Months of prophesying about generative AI have now culminated, almost all at once, in what may be the clearest glimpse yet into the internet’s future. After a series of limited releases and product demos, mired with various setbacks and embarrassing errors, tech companies are debuting AI-powered search engines as fully realized, all-inclusive products. Last Monday, Google announced that it would launch its AI Overviews in more than 100 new countries; that feature will now reach more than 1 billion users a month. Days later, OpenAI announced a new search function in ChatGPT, available to paid users for now and soon opening to the public. The same afternoon, the AI-search start-up Perplexity shared instructions for making its “answer engine” the default search tool in your web browser.