AI replacing Google Search. An image featuring icons representing different industries, with AI algorithms connecting them all

Is AI Replacing Search?

AI tools like Bard are changing how people search for and consume information as people are starting to use AI tools to ask more complex questions, get personalised results, and generate new content. This is leading to a shift in user behaviour and the question looms: is AI replacing Search?

When companies create technologies that do tasks no human could, it can lead some people to speculate whether machines may replace human jobs entirely. While this scenario remains unlikely, AI’s future may not be as distant as many think.

Search has been the go-to destination for finding information online for over two decades. However, with the rise of artificial intelligence (AI), new ways to search for and access information are emerging. One such AI tool is Bard, which can answer questions in a comprehensive and informative way, even if they are open-ended, challenging, or strange.

So, is AI replacing Search? It’s not quite that simple. Search is still the most popular way to find information online, but AI tools like Bard are starting to change how people search for and consume information.

Table of Contents

The AI Revolution

Artificial Intelligence (AI) continues to revolutionise how we use search engines, transforming how searches operate in ways never imagined before. AI tools like RankBrain first launched by in 2015 are revolutionising search results by answering complex queries intuitively and understandably for us. No longer do searches have to rely on keywords alone and manual filtering of websites. Now, searches provide comprehensive answers by understanding user context and intent: something AI cannot achieve on its own.

One of the primary applications of AI is as a natural language processing tool, which interprets meaning and gives logical responses. This technology allows chatbots to speak back and forth with humans naturally in conversational tones while mimicking human speech with remarkable accuracy. Companies like Viv use this technology successfully; their success lies in being able to write computer code, compose essays or decorate rooms using this approach. Furthermore, the Search app knows when you ask about a topic, providing customised results tailored specifically for you.

Some experts speculate that generative AI chatbots could eventually displace search engines entirely, like OpenAI’s GPT-4 which boasts impressive natural language processing. GPT-4 was shown to respond effectively when asked questions like, “Where should I go on vacation next week?” by providing detailed itinerary recommendations. But this technology will likely become part of existing search engines rather than completely seeing AI replacing Search.

recently made an ambitious leap into generative AI with the unveiling of their search interface that incorporates information generated by their own RankBrain AI into traditional blue links on its results pages. This breakthrough may fundamentally alter how billions of users access information online while upending certain parts of search business model.

Artificial intelligence-powered Search Experience, or SGE, will be making its debut across its platforms over the coming weeks. Users will soon be able to ask any question and get an SGE snapshot with information pertinent to that query from – including links if relevant websites provide additional details about it.

This solution doesn’t replace conventional search but will make the results more useful and easier to read. Furthermore, it will remove some of the guesswork involved with searching, allowing users to skip steps more quickly in receiving what they’re searching for – something which will benefit most of its users as well as enhance their overall experience of search.

How Users Are Searching for Information with AI Tools

Here are a few ways that people are starting to use AI tools like Bard to search for information and answer questions:

  • Conversational search: AI tools can have conversations with users, which allows them to ask follow-up questions and refine their search results. This can be especially helpful for complex or nuanced queries.
  • Personalised search: AI tools can learn about users’ individual preferences and interests, and tailor their search results accordingly. This can make it easier for users to find the information they’re looking for, without having to wade through irrelevant results.
  • Generative search: AI tools can generate new content, such as text, code, and scripts. This can be helpful for users who are looking for information that is not readily available online.

How is this starting to change user behaviour from only using search engines for these purposes?

People are using AI tools to ask more complex and nuanced questions. In the past, people might have hesitated to ask a search engine a question that was too complex or open-ended, because they were worried about not getting a good answer. However, AI tools like Bard can answer these types of questions in a comprehensive and informative way.

People are using AI tools to get personalised search results. In the past, people might have had to sift through irrelevant results to find the information they were looking for. However, AI tools can learn about users’ individual preferences and interests, and tailor their search results accordingly. This can make it easier for users to find the information they’re looking for, without having to wade through irrelevant results.

People are using AI tools to generate new content. In the past, people might have had to spend a lot of time and effort creating new content, such as text, code, and scripts. However, AI tools can generate this type of content quickly and easily. This can be helpful for users who need to create new content for work, school, or personal projects.

Overall, we’re not seeing AI replacing Search just yet, e.g. tools like Bard. However, they are changing how people search for and consume information. AI tools can provide users with more conversational, personalised, and generative search experiences. This is leading to a shift in user behaviour, as people are starting to use AI tools to ask more complex questions, get personalised results, and generate new content.

Not quite, but they’re having a big impact on how we search for, consume, and interact with online information.

Artificial Intelligence (AI), especially AI tools like Bard and ChatGPT, is gradually reshaping how people access information and answer questions, impacting user behaviour in the process. 

Here’s a closer look at this transformation:

  1. AI-Powered Conversational Tools. Tools like Bard, developed by, and ChatGPT have gained popularity. They utilise AI to provide natural language responses to queries, mimicking human conversation.
  2. Expanded Utility. These AI tools have expanded beyond basic search engines. They can handle complex questions, engage in conversations, and provide context-aware responses.
  3. Changing User Behavior. Users are increasingly turning to AI-driven conversational tools not only for information but also for interaction. This shift is changing the way people interact with technology, relying less on traditional search engines.
  4. Enhanced Personalization. AI tools can personalise responses based on user history, preferences, and context, creating a more tailored experience compared to traditional search engines.
  5. Challenges and Ethical Considerations. The rise of AI in search and information retrieval raises ethical concerns about misinformation, bias, and privacy, which need careful management.
  6. Complementary Role. While AI tools are gaining ground, traditional search engines like still serve a crucial role in providing structured information and links.

In summary, AI, exemplified by tools like Bard and ChatGPT, is indeed changing how people access information and answer questions, leading to a shift in user behaviour. However, traditional search engines and AI-driven tools can coexist, offering complementary services in the evolving landscape of information retrieval.

Search is still the most popular way to find information online, but AI tools like Bard are starting to change how people search for and consume information. is aware of this trend and is investing heavily in AI research and development.

In the future, we can expect to see Search integrate more and more AI capabilities. This could include features such as conversational search, personalised search results, and generative search.

Even if AI tools do not completely replace Search in the future, they are likely to play an increasingly important role in how people find and consume information.

Search is still the most popular way to find information online, but AI tools like Bard are starting to change how people search for and consume information. Search engines are aware of this trend and investing heavily in AI research and development. 

So, is AI replacing Search? Well, no not any time soon, but there is a massive change in user behaviour that’s set to continue growing as you can see.

In the future, we can expect to see Search integrate more and more AI capabilities. This could include features such as conversational search, personalised search results, and generative search.

Even if AI tools do not completely replace Search in the future, they are likely to play an increasingly important role in how people find and consume information.

AI tools are making it easier and more efficient to find and consume information online. This is a positive development for everyone, as it gives people access to more knowledge and resources.

If you’re interested in learning more about how AI tools can help you or your business, please contact us. We offer a variety of copywriting services, including content creation, SEO optimization, and social media marketing.

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