The Impact of AI on Internet Search: Insights from Experts

Over a decade ago, IBM’s Bridget van Kralingen predicted that "The last best experience that anyone has anywhere becomes the minimum expectation for the experience they want everywhere." Today, this idea is more relevant than ever.

My son recently pointed out that Googling often leads to a page full of irrelevant results. In contrast, when he asks ChatGPT or Claude 3.5, he gets the information he needs immediately, along with sources. Despite my initial skepticism and caution about AI "hallucinations," I had to admit he had a point.

Generative AI is undeniably changing how we search for information online. Instead of typing keywords into a search engine and hoping for relevant results, users are now asking direct questions to AI.

This shift raises important questions about the future of search engines, the companies that provide these results, and the businesses that have invested heavily in search engine optimization (SEO) to appear on the first page of traditional search engine results.

At Techopedia, we sought insights from the tech community to understand these changes better.

The Impact of AI on Internet Search: Insights from Experts

Key Takeaways

Shift in Search Behavior: People are moving from keyword searches to asking direct questions, thanks to generative AI.

AI vs. Traditional Search Engines: AI-powered tools like ChatGPT and Claude 3.5 are providing quick, relevant answers, challenging the dominance of traditional search engines like Google.

Evolution of the Semantic Web: Experts believe AI-based search is an evolution, offering more efficient and tailored results.

Impact on SEO Practices: The rise of AI search is prompting a reevaluation of SEO strategies, with a new focus on content quality over keyword optimization.

From Keywords to Questions

In 2018, Google reigned supreme, commanding 91% of search traffic. Fast forward to 2024, and that dominance has slipped to 81%, as AI search engines like Perplexity are capitalizing on changing search behaviors.

My thoughts on the future of search were echoed by Olga Beregovaya, VP of AI at Smartling. She said, "GenAI-based search is a natural evolution of Web 3.0, where search results are enhanced by machines understanding web content at a deeper level."

Uzi Dvir, CIO of WalkMe, also highlighted the transformative impact of GenAI on search: "No more sifting through endless results. AI-powered search will seamlessly integrate into workflows, understanding needs and delivering information faster and more efficiently."

Rethinking SEO in the Age of Generative AI

As users shift from keyword searches to asking questions, the search landscape is transforming. What does this mean for SEO and the broader search ecosystem?

Beregovaya noted, "SEO will likely evolve with GenAI-based search, focusing more on content richness and relevance rather than keyword density."

Michael Raduga, CEO of REMspace, shared how GenAI is already changing search: "Finding information is now simpler, but this shift may reduce traffic to traditional websites as search engines deliver instant answers. This marks a significant change in how we use the internet."

Ensuring Accuracy in AI Search

While GenAI offers many benefits, there are challenges. Beregovaya warned, "GenAI models can still hallucinate, and ensuring accuracy is crucial, especially for critical decisions."

Cross-lingual searches powered by GenAI also present unique challenges. Personalized results must balance information richness with factual accuracy across different languages and cultures.

From Simple Queries to Complex Conversations

Raduga is optimistic about GenAI's impact on search but cautions against misinformation: "AI-generated search results might be trusted too blindly, leading to potential misinformation."

Dvir envisions a future where AI enhances the search process by engaging users in dynamic conversations, refining responses based on ongoing interactions: "AI will guide research more efficiently, ensuring comprehensive exploration."

The Bottom Line

In five years, we may look back at today's search methods as primitive. Instead of following virtual breadcrumbs, we will ask AI our questions directly, transforming the entire search ecosystem.

As we move from keyword searches to question-based interactions, we face significant challenges. However, it's clear that AI is already reshaping how we find information online.

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