Search Engines are an integral part of how people interact with the internet. Navigating the massive volume of information available on the internet is only possible due to search engines. We use them for everything from looking up information, finding websites, conducting research, and much more. Regardless of how they are used, search engines are deeply intertwined with our internet usage and online engagement.

Recently, Microsoft and Google, two of the world’s biggest technology companies, have announced their intention to integrate AI-powered chatbots into their respective search engines and browsers. AI-powered search will introduce a major paradigm shift in how we discover things on the internet. Let’s take a look at what this means for internet users.

The Traditional Search Experience

When interacting with the internet, search engines (such as Google or Bing) are often the first stop. While the technology behind search engines has continued to improve over time the basics of how we interact with a search engine have not changed:

• A user enters a query in some form (a word, a sentence, a question, an image, etc.).
• The search engine generates relevant website links with summaries to direct the user to the right place.
• The user then clicks the links they believe are the most relevant to their needs and access the information they want.

For most simple searches (such as looking up a website, definition, explanation, etc.), search engines do a remarkably good job of identifying the most helpful information with even unclear queries. However, when a user is interested in searching for more complex information it is often harder to find the right information on the first try.

Limitations of Traditional Search

The less time a user spends trying to find what they are looking for, the better the overall experience is for them. However, traditional search engines have certain limitations that can hold back the average user:

• Relevance: Traditional search engines depend on keyword-matching algorithms that do not take into account the context or user intent. They are unable to determine the specific intent behind the user’s query, which can make identifying the right information a challenge.
• Complex Search Terms: The specific words a user enters in their query can influence the quality and relevance of the results. Complex or multi-faceted queries can be misinterpreted by search engines resulting in inaccurate or unhelpful results. Sometimes a user may not know how to phrase their query to access the information they need. Hence trying various combinations of search terms is necessary to find the right information.
• Lack of Personalization: A user’s search and browsing history is often an indicator of the type of information that would be most helpful to them. However, traditional search engines do not provide individualized experiences since they do not take into account the unique preferences and interests of each user.

The Power of Conversation

The integration of AI-Chatbots into search engines enables them to “talk” to the users. Users enter their query and receive a coherent and “human” response. The users can also ask follow-up questions and clarify their requirements. The chatbot can use the previous interactions as context to provide more accurate search results. AI and machine learning algorithms can understand user queries with much greater accuracy. Furthermore, it allows the search engine to interpret context and intention and deliver results that are more relevant and helpful. The ability to have a conversation with a search engine fundamentally transforms how we engage with it.

Transforming Search Results Into Meaningful Information

Typically, a user may need to open several links to find the information they need. Individual websites may not have all the information the user needs which requires them to reference several web pages. In some cases, the user may need information in a certain format (step-by-step instructions, video tutorials, images with descriptions, etc.) and they must compile the information into the desired format by extracting and combining information from several sources.

With AI-powered search, a user can ask a specific question and get the answer they need in the form of a response. AI chatbots can directly extract the information you need from various internet sources and combine it in a meaningful way, thus minimizing the time spent browsing and reading through individual pages. Furthermore, these tools can include citations and references to the web pages used to produce the response. The user can also include specific instructions to receive a response in a desired format. Overall, the conversational search experience and direct access to information greatly improve the user experience which makes finding information faster, easier, and more convenient.

Implications for AI-Powered Search

Search engines play a role across many applications in our daily lives. Improving the internet search experience has far-reaching implications for individuals, businesses, and society. AI-powered search has key implications across several areas users care about:

• Relevance: It can interpret the context or user intent based on conversation data, and subsequently produce more relevant and accurate results, regardless of the complexity of the desired information.
• Personalization: It can provide a personalized experience unique to each user, which can further improve the accuracy of search results and responses by considering individual preferences and interests.
• Productivity: It can automate many tedious tasks that are dependent on accessing and compiling information from the internet. The enhanced efficiency can free up time and energy for more important tasks in both our personal and professional lives.
• Accessibility: It can make it easier for individuals to access information. Furthermore, when combined with speech-to-text technologies, it can significantly simplify the overall search process by allowing users to literally speak with the search engine, which is especially useful for people with disabilities.
• Interpretation: It can make it easier to understand complicated concepts. The ability to simplify and explain complex topics from various fields can be leveraged in areas such as education, training, research, etc.  

Overall, AI-powered search has the potential to transform how we interact with information on the internet.