Is Google's AI-first search push sending users toward privacy rivals, DuckDuckGo, Kagi and others gain ground

Google’s latest push to transform its search engine into a more conversational, AI-driven platform is encouraging users to explore rival search services. The company unveiled sweeping changes to Search at its annual Google I/O 2026 developer conference.

At the event, Google introduced what it described as its “biggest upgrade” to Search in more than 25 years, expanding the use of AI-generated summaries, conversational follow-up tools and autonomous “information agents” capable of tracking topics for users. Elizabeth Reid, Google’s head of Search, called the redesign “AI search through and through.”

The changes, however, have triggered criticism from sections of the tech community and everyday users who say the experience increasingly resembles chatbot interfaces rather than traditional web search.

Concerns have also resurfaced over the reliability of AI-generated answers after earlier controversies involving inaccurate AI Overviews.

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The ad-free brigade gathers pace

Alternative search engines are gaining traction as users seek more control, fewer advertisements and stronger privacy protections.

Among them is Kagi, a paid search engine that offers ad-free results and customizable search filters. It allows users to prioritise or suppress websites through specialised “lenses,” including academic-focused searches.

A quieter corner of the internet beckons

DuckDuckGo, which positions itself as a privacy-first alternative by avoiding the collection of users’ browsing and search histories is another one to go for. Users can also disable AI-generated responses within its settings.

Another alternative is Startpage, which acts as an intermediary between users and Google Search by stripping personal identifiers before forwarding search requests. While Startpage still relies on Google’s search infrastructure, it appeals to users seeking greater anonymity online.

Interest in independent search platforms has grown alongside regulatory scrutiny of Google’s dominance in online search. A US District Court ruled in 2024 that Google had acted illegally to maintain a monopoly in the sector.

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Publishers grow rather uneasy

Industry observers say the broader debate reflects growing uncertainty about how AI-generated search results could reshape internet traffic, digital advertising and the visibility of independent publishers.

A recent academic study on generative AI in search found that AI-generated overviews often surface different sources from traditional search rankings and may favour platform-owned content.