For years, traditional search engines like Google (GOOGL) have guided Internet users in their quest for information, processing billions of requests per year. Now AI products like OpenAI‘s SearchGPT and Perplexity AI‘s Pro Search are looking to change that. Leveraging AI models to search the web for information, these new types of search engines offer summarized answers instead of a list of links – an approach that could, in theory, make finding information more convenient. faster and more intuitive.

Traditional keyword-based research has a fundamental limitation: users must know how to phrase their queries to get accurate results. AI-powered research aims to remove this barrier by enabling natural dialogue. Users can ask follow-up questions and get real-time responses that feel more like a conversation.

“While traditional search is great for simple tasks like finding store hours, AI-powered systems step in to answer more complex queries. » Christian neighborhoodchief data officer of digital presence platform Yext, told Observer. “This change will be particularly beneficial for users who have difficulty crafting correct search syntax or who face language barriers.”

OpenAI’s SearchGPT and Perplexity’s Pro Search are also designed to combat an emerging frustration: outdated responses from AI chatbots. By leveraging real-time web sources, SearchGPT delivers up-to-the-minute information, from sports scores to breaking news. OpenAI plans to push the product even further to include features for shopping, trip planning, and voice commands for an intuitive web search experience.

Perplexity’s Pro Search goes even further, with an advanced model capable of handling complex tracking questions using a multi-step reasoning architecture. Built for everything from legal research to coding help, Pro Search goes beyond Perplexity’s basic chatbot-style platform to offer nuanced answers.

Outside of the world of AI startups, Meta (META) The platforms are also foraying into the search space, with plans to launch its own AI search engine. With its massive user base and rich data from Facebook and Instagram, Meta is in a unique position to build and refine its search product. The AI ​​search feature could soon come to WhatsApp, Instagram and Facebook.

But will users accept this change? “We will see AI-powered search become the first stop for most users: it is fast, contextual and tailored to provide immediate and concise answers. » Paul Butterworthco-founder and CTO of Vantiq, an AI-powered software development platform, told Observer. “However, when users find the AI ​​response lacking depth or detail, they are likely to resort to traditional search, scrolling through links to find more comprehensive or nuanced information.”

The rise of AI search is not just about improving user experience; it’s also about keeping users engaged and grounded in a company’s product ecosystem. OpenAI and Perplexity, for example, are form partnerships with leading information and data providers to provide users with access to verified sources while helping publishers expand their reach. Meta’s move is equally strategic, following its recent partnership with Reuters, which will allow it to extract real-time content from the media giant and provide users with current news information.

Google, faced with these challenges, is also developing AI search through the launch this year of AI Overviews. The company says the move is consistent with its advertising-driven profit model. Google said in its recent earnings report that ads on AI Overviews helped users quickly connect with relevant businesses, making the advertising process more targeted and efficient.

Experts say the economics of AI search could ultimately push companies to rely entirely on advertising revenue to make the technology profitable. An AI search request costs about 10 times more than a traditional Google or Bing query, according to a Reuters report. “To compensate for this, companies will either have to charge consumers directly or rely heavily on advertising.” Ram Palaniappanthe CTO of TEKsystems Global, a technology consulting firm, told Observer. “If they offer it for free, they will likely prioritize certain content through ads, which could compromise quality by limiting your options for finding the best source for the right answer.”