In some years from today, search engines will likely look completely different. The traditional way of showing links to websites that match the search query best, at lest according to the search engine that you are using, is being phased-out.
The replacement comes in form of AI generations. AI takes the user’s query, generates a response and returns it to the user.
Microsoft revealed a new experiment that it runs on Bing currently that is shifting towards this.
When a user runs a search, Bing will use an AI-generated response for the search results page. It is the first thing that the user sees. While there are regular web links attached afterwards, most searches tend to focus what happens above the fold.
So, AI generates a result and Bing shows it to the searcher first. This includes links to sources and Microsoft says that this will drive more traffic to sites than regular search pages. The claim is not backed up, though.
AI generated results do not work equally well on all types of user searches. Search for something new or unique, and you may not get an answer that you find sufficient.
Search for common knowledge, and you may get an answer that you find useful. AI may still hallucinate and display answers that are factually incorrect.
The future of search
For sources to be included in the answers of AIs, they need to allow them to be crawled. Any source that does not, either for exclusive deals with certain companies or for other reasons, won’t have their pages linked by the AI.
While Microsoft says otherwise, it seems clear that this new type of search format benefits larger websites more than smaller ones. Lesser known sites will be pushed further down still, which will likely reduce traffic further to them.
Google, Microsoft, and other search companies are interested in keeping searches on their properties. Direct answers, integrated tools, and other services are added constantly to search engines to keep searchers, and their eyes on ads, on the search engine’s site.
Plenty of smaller publishers have given up in the past already. Remember Freeware Genius? An excellent site for freeware recommendations. The site was heavily punished by Google Search for unknown reasons and died because of that.
Samer, the creator of the site, never found out why his site tanked in first place.
The trend will continue. Bing, Google, and others will use AI to keep searchers longer on their sites.
What about you? Do you find AI results useful?















