The emergence of AI-based search engines like ChatGPT Search and Perplexity is sparking intense debate about the future of online search. We engaged our ambassadors, a select group of senior developers and tech industry experts, to better understand the impact of this innovation and its potential implications for Google’s future. Their often contrasting but always field-informed opinions provide a unique perspective on this technological transformation.
An Anticipated Revolution
“Honestly, nothing surprising here; it was the next step,” says Paolo Insogna, emphasizing the inevitability of this evolution. “We’ve amassed an immense amount of data just waiting to be consulted. Using it only to create bizarre images, questionable music, or cheat in school was far too little.”
However, not everyone views this evolution the same way. Mattia Tommasone, Senior Developer Relations Engineer, Ads at Google, offers a more critical perspective: “I think these are an ex-post solution, born because people were (wrongly) using ChatGPT as a search engine instead of a text generator, so marketing simply rebranded LLMs as search engines.”
The Competition with Google
The debate on potential competition with Google reveals interesting nuances. Serena Sensini, Enterprise Architect at Dedalus, provides a balanced perspective: “It’s not about competition, but a change in approach: Google has always dominated the search engine market, aided by ads and sponsorships. However, expressing search needs in natural language and receiving a structured response is currently more user-friendly.”
Guenda Sciancalepore, Cloud Solution Architect – AI at Microsoft and Field CTO Data & AI, adds: “They’ve certainly created a disruption. More than competition, I think they’re forcing a giant like Google to innovate to stay ahead.”
Soumaya Erradi, Senior Software Developer at Atlantis, elaborates: “Google has long been the primary gateway to the internet, offering a wide range of content, multimedia tools, and the freedom to explore diverse sources. AI search engines, however, add value by selecting and synthesizing information for me, simplifying the process and saving me time.”
The Distinct Advantages of AI Search
Experts highlight several advantages of the AI approach to search. Luca Del Puppo, Senior Software Developer at Nearform, Microsoft MVP, and Google Developer Expert, shares his experience: “If I’m seeking advice on new technology, in the past, any AI tool might have provided unreliable information; now, it could offer a response with articles, blog information, or links to that technology’s documentation.”
Sensini emphasizes practical utility: “Consider this example: you need to summarize an article into three or four key points. You can simply ask one of the many tools you mentioned to do this, and it will be perfectly capable.”
Use Cases and Preferences
Experts clearly outline when they prefer each tool. Erradi explains: “I would use Google in contexts where it’s important to explore a variety of sources, such as in-depth articles, multimedia content, reviews, or specific resources like images and maps.”
Del Puppo adds: “I find AI particularly useful for searching for daily news or sports results like football or tennis. I can quickly get everything I need, well-organized, and with sources listed.”
The Future of SEO and Online Visibility
The evolving search landscape raises important questions about SEO. Sensini poses a crucial question: “How can a system deem a resource reliable if it comes from a site with much higher visibility rankings compared to a small, local blog, which might be managed by experts conducting thorough research?”
Tommasone offers a realistic perspective: “SEO has always been a bit of an odd business, halfway between black magic and fraudulent consulting, when the reality was that quality content would organically gain more visibility.”
Del Puppo sees opportunities in the change: “Like all new opportunities or evolutions, they present a choice: get left behind or seize the opportunity to improve and offer a more innovative service.”
Challenges to Overcome
Experts also identify several critical challenges. Erradi warns: “However, these tools are not yet perfect: the quality of responses heavily depends on the data they’re based on, and there’s always a risk of receiving incomplete or inaccurate information.”
Sensini raises transparency issues: “Currently, it’s unclear how this search is conducted, but it’s to be expected! […] How will sponsorships and cited sources be managed in these systems, potentially directing responses toward paying companies for visibility?”
Toward an Integrated Future
The emerging vision is one where both technologies coexist and complement each other. As Sciancalepore succinctly states: “It goes without saying that the best results come when you mix both.”
Del Puppo concludes with a prediction: “In the future, we’ll likely see a more AI-centric Google; we’re already observing some changes. I think eliminating Google is nearly impossible, but it’s easier to imagine evolution within it.”
This evolution in the online search landscape seems set to redefine not only how we search for information but also how we consume and evaluate it. The challenge for the future will be to strike the right balance between the efficiency of AI and the reliability of traditional search, always prioritizing quality and usefulness for the end user.
