The AI search tools are getting better — but they don’t yet understand what a search engine really is and how we really use them.
AI is coming for the search business. Or so we’re told. As Google seems to keep getting worse, and tools like ChatGPT, Google Gemini, and Microsoft Copilot seem to keep getting better, we appear to be barreling toward a new way to find and consume information online. Companies like Perplexity and You.com are pitching themselves as next-gen search products, and even Google and Bing are making huge bets that AI is the future of search. Bye bye, 10 blue links; hello direct answers to all my weird questions about the world.
But the thing you have to understand about a search engine is that a search engine is many things. For all the people using Google to find important and hard-to-access scientific information, orders of magnitude more are using it to find their email inbox, get to Walmart’s website, or remember who was president before Hoover. And then there’s my favorite fact of all: that a vast number of people every year go to Google and type “google” into the search box. We mostly talk about Google as a research tool, but in reality, it’s asked to do anything and everything you can think of, billions of times a day.
The real question in front of all these would-be Google killers, then, is not how well they can find information. It’s how well they can do everything Google does. So I decided to put some of the best new AI products to the real test: I grabbed the latest list of most-Googled queries and questions according to the SEO research firm Ahrefs and plugged them into various AI tools. In some instances, I found that these language model-based bots are genuinely more useful than a page of Google results. But in most cases, I discovered exactly how hard it will be for anything — AI or otherwise — to replace Google at the center of the web.
People who work in search always say there are basically three types of queries. First and most popular is navigation, which is just people typing the name of a website to get to that website. Virtually all of the top queries on Google, from “youtube” to “wordle” to “yahoo mail,” are navigation queries. In actual reality, this is a search engine’s primary job: to get you to a website.
For navigational queries, AI search engines are universally worse than Google. When you do a navigational Google search, it’s exceedingly rare that the first result isn’t the one you’re looking for — sure, it’s odd to show you all those results when what Google should actually do is just take you directly to amazon.com or whatever, but it’s fast and it’s rarely wrong. The AI bots, on the other hand, like to think for a few seconds and then provide a bunch of quasi-useful information about the company when all I want is a link. Some didn’t even link to amazon.com.
I don’t hate the additional information so much as I hate how long these AI tools take to get me what I need. Waiting 10 seconds for three paragraphs of generated text about Home Depot is not the answer; I just want a link to Home Depot. Google wins that race every time.
Source : https://www.theverge.com/24111326/ai-search-perplexity-copilot-you-google-review