AI Search Engines Emerge as Google Faces Antitrust Scrutiny

<!DOCTYPE html> <html lang="en-US"> <head> <title>AI Search Engines Emerge as Google Faces Antitrust Scrutiny</title> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <meta http-equiv="X-UA-Compatible" content="ie=edge" /> <meta name="google-site-verification" content="ywo6cX-b4noB6WSEkiQRbhTNBsV3oDtuR2vuG7rh8Xs" /> <meta name="msapplication-TileImage" content="https://www.pymnts.com/wp-content/uploads/2022/08/favicon-270.jpg" /> <link rel="shortcut icon" href="https://www.pymnts.com/wp-content/uploads/2022/08/favicon-32x32-1.png" sizes="32x32" /> <link rel="shortcut icon" href="https://www.pymnts.com/wp-content/uploads/2022/08/android-chrome-192x192-1.png" sizes="192x192" /> <link rel="apple-touch-icon-precomposed" href="https://www.pymnts.com/wp-content/uploads/2022/08/favicon-180.jpg" /> <script src="https://www.google.com/recaptcha/api.js?render=6Le36I4kAAAAAMCdrtj4Jb9rq43eln5c4Zt33TLI"></script> <link rel="alternate" type="application/rss+xml" title="RSS 2.0" href="https://www.pymnts.com/feed/" /> <link rel="alternate" type="text/xml" title="RSS .92" href="https://www.pymnts.com/feed/rss/" /> <link rel="alternate" type="application/atom+xml" title="Atom 0.3" href="https://www.pymnts.com/feed/atom/" /> <link rel="pingback" href="https://www.pymnts.com/xmlrpc.php" /> <link rel="dns-prefetch" href="https://www.google.com"> <link rel="dns-prefetch" href="https://stats.g.doubleclick.net"> <link rel="dns-prefetch" href="https://googleads.g.doubleclick.net"> <link rel="dns-prefetch" href="https://fonts.gstatic.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="preload" as="script" href="/wp-content/themes/flex-mag-sixspoke/2022/js/bootstrap.bundle.min.js" /> <link rel="preload" href="/wp-content/themes/flex-mag-sixspoke/2020/bootstrap-icons.css" as="style" onload="this.onload=null;this.rel='stylesheet'"> </script> <link rel="preload" as="script" href="https://ak.sail-horizon.com/spm/spm.v1.min.js?ver=5.5.10" /> <script src='https://ak.sail-horizon.com/spm/spm.v1.min.js?ver=5.5.10' type='text/javascript' async></script> <script type="text/javascript" src="https://www.pymnts.com/wp-content/themes/flex-mag-sixspoke/2022/js/bootstrap.bundle.min.js"></script> <link rel="stylesheet" href="/wp-content/themes/flex-mag-sixspoke/2022/2022-style.css?92"> <link rel="stylesheet" href="/wp-content/themes/flex-mag-sixspoke/2020/bootstrap-icons.css"> <link rel="preconnect" href="https://fonts.googleapis.com"> <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> <link href="https://fonts.googleapis.com/css2?family=Roboto:wght@300;400;500;700&display=swap" rel="stylesheet">  <script> if ('serviceWorker' in navigator) { navigator.serviceWorker.getRegistrations().then(function(registrations) { for (let registration of registrations) { registration.unregister() } }).catch(function(err) { console.log('Service Worker registration failed: ', err); }); } </script> </script> <noscript>  <style> .lazyload { display: none; } </style> </noscript> <script> // ST vendor var tag = { "options": { "customerId": "067919d33ae6486b1e5a249a7b40663c" } }; window.addEventListener("load", function() { console.info("ST loaded"); if (tag.isCustom) { jQuery(function($) { Sailthru.init({ customerId: tag.options.customerId, isCustom: true, autoTrackPageview: tag.options.autoTrackPageview, useStoredTags: tag.options.useStoredTags, excludeContent: tag.options.excludeContent, }); }); } else { Sailthru.init({ customerId: tag.options.customerId }); } }); var deferredLoadImages = () => {} /*! 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display-6"> AI-Powered Search Engines Emerge as Google Faces Antitrust Scrutiny </h1> <div class="post-info-right left relative article-author-box mb-2"> <div class="post-info-name"> <div class="row"> <div class="col-6 my-auto"> <span class="post-info-text small muted text-uppercase">By</span> <span class="author-name vcard fn small muted text-uppercase fw-bold" itemprop="author"> <a href="https://www.pymnts.com/author/pymnts/" title="Posts by PYMNTS" rel="author">PYMNTS</a> </span> <span class="small muted d-none d-md-inline"> | </span> <span class="small muted text-uppercase d-block d-md-inline">November 22, 2024</span> </div> <div class="col-6 text-end my-auto">  <a href="https://www.facebook.com/sharer.php?u=https://www.pymnts.com/google/2024/making-sense-of-the-search-landscape-in-light-of-googles-antitrust-woes/&t=AI-Powered+Search+Engines+Emerge+as+Google+Faces+Antitrust+Scrutiny" title="Share on Facebook"><i class="bi bi-facebook me-1 text-dark"></i></a><a href="https://twitter.com/share?text=AI-Powered+Search+Engines+Emerge+as+Google+Faces+Antitrust+Scrutiny -&url=https://www.pymnts.com/google/2024/making-sense-of-the-search-landscape-in-light-of-googles-antitrust-woes/" title="Tweet This Post"><i class="bi bi-twitter-x mx-1 mx-1 text-dark"></i></a><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.pymnts.com/google/2024/making-sense-of-the-search-landscape-in-light-of-googles-antitrust-woes/&title=AI-Powered+Search+Engines+Emerge+as+Google+Faces+Antitrust+Scrutiny&summary=&source=" title="Share on LinkedIn"><i class="bi bi-linkedin mx-1 mx-1 text-dark"></i></a><a href="mailto:?subject=AI-Powered Search Engines Emerge as Google Faces Antitrust Scrutiny&BODY=I found this article interesting and want to share it with you. Check it out: https://www.pymnts.com/google/2024/making-sense-of-the-search-landscape-in-light-of-googles-antitrust-woes/"><i class="bi bi-envelope-fill ms-1 me-0 ms-1 me-md-1 text-dark"></i></a> <span class="d-none d-md-inline"> | </span> <span class="d-block d-md-inline"> <button class="d-none d-lg-inline-block noHover audioPlay border-0 px-0 article-play-button fw-normal py-1 my-0" type="button" value="Play"> <i class="bi bi-play-circle-fill mx-1 text-dark"></i></button> <button class="d-lg-none noHover audioPlay border-0 px-0 article-play-button fw-normal py-1 my-0" type="button" value="Play"><span class="listenToArticle small text-uppercase"></span><i class="bi bi-play-circle-fill text-dark mx-1"></i></button> <button class="noHover audioPause border-0 px-0 article-pause-button py-1 my-0"><i class="bi bi-pause-circle-fill text-dark mx-0"></i></button> </span> </div></div> </div> </div> <div id="post-feat-img" class="left relative mb-3"> <img class="py-desktop w-100 h-auto pymnts-featured-sm-image " width="1000" height="600" alt="" src="https://www.pymnts.com/wp-content/uploads/2024/01/Google-Search-2.jpg?w=768" /> </div> <div class="post-feat-text"> </div>  <div id="pymnts-content2297030" class="single lh-article mt-1 lnk-article"> <p style="font-weight: 400;">The history of the search landscape is a journey of technological innovation, evolving user behavior and competitive dynamics.</p> <p style="font-weight: 400;">And, if the U.S. <a href="https://www.justice.gov/" target="_blank" rel="noopener">Department of Justice</a>’s (DOJ) call late Wednesday night (Nov. 20) for Google to divest its <a href="https://www.pymnts.com/cpi-posts/justice-department-officially-recommends-breaking-up-google/" target="_blank" rel="noopener">Chrome browser</a> to answer a ruling that the company has a <a href="https://www.pymnts.com/antitrust/2024/justice-department-will-ask-judge-force-google-sell-core-products/" target="_blank" rel="noopener">search market monopoly</a> ends up happening, it could also be a history of government regulation.</p> <p style="font-weight: 400;">In its court <a href="https://www.courtlistener.com/docket/18552824/1062/united-states-of-america-v-google-llc/" target="_blank" rel="noopener">filing</a>, the government said <a href="https://www.pymnts.com/antitrust/2024/justice-department-will-ask-judge-force-google-sell-core-products/" target="_blank" rel="noopener">forcing</a> Google to <a href="https://www.pymnts.com/antitrust/2024/justice-department-will-ask-judge-force-google-sell-core-products/" target="_blank" rel="noopener">sell Chrome</a> would make for a more equitable search engine market, and “will permanently stop Google’s control of this critical search access point and allow rival search engines the ability to access the browser that for many users is a gateway to the internet.”</p> <p style="font-weight: 400;"><a href="https://www.google.com/" target="_blank" rel="noopener">Google</a> on Thursday (Nov. 21) <a href="https://www.pymnts.com/google/2024/google-blasts-justice-department-radical-antitrust-proposal/" target="_blank" rel="noopener">argued</a> that the DOJ’s “radical interventionist agenda” goes far beyond addressing the lawsuit’s core issue and would have detrimental consequences for consumers, American innovation and Google’s products and services. The company claimed the proposal would “break a range of Google products” and “deliberately hobble people’s ability to access Google Search.”</p> <p style="font-weight: 400;">Google also anticipates harm to innovative services like Mozilla’s Firefox, whose business model relies on charging Google for search placement.</p> <p style="font-weight: 400;">“DOJ’s approach would result in unprecedented government overreach that would harm American consumers, developers, and small businesses — and jeopardize America’s global economic and technological leadership at precisely the moment it’s needed most,” Kent Walker, president, global affairs and chief legal officer, Google and Alphabet, <a href="https://blog.google/outreach-initiatives/public-policy/doj-search-remedies-nov-2024/" target="_blank" rel="noopener">wrote</a> in a blog post.</p> <p style="font-weight: 400;">And the DOJ suit against Google is happening against a backdrop where innovation in search is getting a shot in the arm by artificial intelligence (AI)-powered chat interfaces that are challenging traditional models.</p> <p style="font-weight: 400;"><strong>Read more</strong>: <a href="https://www.pymnts.com/news/artificial-intelligence/2024/ai-antitrust-fears-big-tech-states-ramp-up-regulation-push/" target="_blank" rel="noopener">Antitrust Fears for Big Tech as States Ramp Up Regulations</a></p> <h2 style="font-weight: 400;"><strong>The Shifting Landscape of Search </strong></h2> <p style="font-weight: 400;">For over two decades, Google has reigned supreme as the global leader in online search, commanding a market share <a href="https://www.proceedinnovative.com/blog/google-dominates-search-engine-market/" target="_blank" rel="noopener">of over 90% </a>in many regions. However, a shifting technological landscape, coupled with emerging challengers, is setting the stage for intensified competition. From alternative search engines and AI-powered platforms to growing consumer concerns over privacy, Google faces a more dynamic and competitive market than ever before.</p> <p style="font-weight: 400;">Google revolutionized search with its PageRank algorithm, which ranked results based on the number and quality of links pointing to a page. Peer search engines like Lycos, Excite and Ask Jeeves initially competed for dominance, but Google rapidly outpaced them.</p> <p style="font-weight: 400;">While Google has dominated search globally, regional players like Baidu (China), Yandex (Russia) and Naver (South Korea) have remained thriving in their respective markets.</p> <p style="font-weight: 400;">And as consumers grow increasingly wary of data collection, privacy-focused search engines have carved out loyal followings. DuckDuckGo offers anonymous search and blocks online trackers, appealing to users prioritizing confidentiality. Similarly, Brave Search extends its privacy ethos by combining blockchain technology with a no-ad-tracking policy. While these platforms lack Google’s scale, they represent a growing segment of users seeking transparency and privacy.</p> <p style="font-weight: 400;">Separately, for eCommerce, Amazon has become a formidable competitor. <a href="https://www.prnewswire.com/news-releases/amazon-commands-nearly-half-of-consumers-first-product-search-300154631.html" target="_blank" rel="noopener">Nearly half</a> of all product searches now begin on Amazon, bypassing traditional search engines.</p> <p style="font-weight: 400;">Still, the integration of AI represents the most profound shift in the search landscape since the advent of PageRank.</p> <p style="font-weight: 400;"><strong>Read also</strong>: <a href="https://www.pymnts.com/antitrust/2024/doj-wants-shrink-big-tech-breaking-up-google/" target="_blank" rel="noopener">DOJ Wants to Shrink Big Tech by Breaking Up Google</a></p> <h2 style="font-weight: 400;"><strong>Innovation Driving the Future of Search</strong></h2> <p style="font-weight: 400;">AI is changing how users <a href="https://www.pymnts.com/news/ecommerce/2024/how-businesses-can-navigate-the-ai-search-shake-up/" target="_blank" rel="noopener">search</a> the web and shop online, making the experience more personalized and intuitive, PYMNTS reported in May. By leveraging natural language processing, machine learning and user data, AI search tools can deeply understand complex queries and deliver tailored results and recommendations.</p> <p style="font-weight: 400;">While Google remains the dominant player, it faces unprecedented challenges. Antitrust investigations and regulatory scrutiny could constrain its ability to bundle services or prioritize its own content. Meanwhile, competitors are leveraging AI and specialization to chip away at its market share. Privacy concerns, evolving consumer behaviors and the rise of non-traditional search experiences further complicate the landscape.</p> <p style="font-weight: 400;">For example, <a href="https://openai.com/" target="_blank" rel="noopener">OpenAI</a> reportedly has <a href="https://www.pymnts.com/artificial-intelligence-2/2024/report-openai-considers-adding-web-browser-and-search-partnerships/" target="_blank" rel="noopener">considered developing</a> a web browser and powering search features for partners as it looks to expand its reach. The potential web browser would be combined with the company’s chatbot, ChatGPT, while the partners for its search features could include a variety of eCommerce websites and apps.</p> <p style="font-weight: 400;">And PYMNTS <a href="https://www.pymnts.com/connectedeconomy/2024/european-ai-search-engines-plan-new-index-with-merchant-rankings/" target="_blank" rel="noopener">covered</a> Tuesday (Nov. 19) how <a href="https://www.ecosia.org/" target="_blank" rel="noopener">Ecosia</a> and <a href="https://www.qwant.com/?l=en" target="_blank" rel="noopener">Qwant</a> have <a href="https://betterweb.qwant.com/en/2024/11/08/ecosia-and-qwant-join-forces-to-develop-european-search-index/" target="_blank" rel="noopener">unveiled</a> plans to create their own AI-powered European search index, which could reshape online commerce by offering merchants an alternative to Google’s algorithm. The joint venture, called the <a href="https://www.eu-searchperspective.com/index.html" target="_blank" rel="noopener">European Search Perspective</a> (EUSP), aims to break free from Big Tech’s ranking systems by early 2025, potentially shifting consumer spending as the new index prioritizes European businesses.</p> <p style="font-weight: 400;">As we wrote, ongoing recent European efforts to create alternatives to Google Search reflect a push for greater digital sovereignty and reduced dependence on Big Tech. One such initiative is “<a href="http://openwebsearch.eu/" target="_blank" rel="noopener">OpenWebSearch.eu</a>,” a project funded by the EU’s <a href="https://research-and-innovation.ec.europa.eu/funding/funding-opportunities/funding-programmes-and-open-calls/horizon-europe_en" target="_blank" rel="noopener">Horizon Europe</a> program. Launched in 2022, this collaboration between France, Germany and other partners aims to build an open-source search engine that prioritizes privacy and transparency.</p> <p style="font-weight: 400;">To maintain its dominance, Google will need to balance innovation with user trust, adapting to changing demands while fending off rivals armed with cutting-edge technologies and differentiated strategies.</p> <div class="pymnt-d66f9aaabb7dafeb72afdcc27a5f1efd pymnt-bottom-of-article" id="pymnt-d66f9aaabb7dafeb72afdcc27a5f1efd"></div> <div id="bottom-ad"> </div> <div class="row row-cols-1 row-cols-lg-1 recommended-articles" style="clear:both;"> <div class="col mb-1"> <h4 class="header-border text-uppercase small mb-0"> <span class="border-layer border-secondary"> Recommended </span> </h4> <div class="row item noBorderLast remove-col-3"> <div class="col-12 col-md-3 border-bottom border-light py-2 fw-bolder recommended-1"> <a 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Can be a query selector or an actual element itself. * @param tag (String): element tag to create * @param c (String): optional class(es) of the element. Multiple classes are allowed when separated by a space. * @param text (String): optional innerText of the element * @param attributes (Obj): optional object whose key/value pairs will be added to the element (e.g. {src: 'https://google.com', id: 'myId'}) * @param style (Obj): optional set of styles to apply to the created element (e.g. {color: "red"}) * @return Element on success (the created child element); false on error (if tag contains invalid characters). * Example: createElement('body', 'div', 'hello-world-class hello-moon-class', 'Hello World', {id: 'helloWorldId'}, {color: 'blue'}); * Author: Michael Wood * License-1: Copyright February 2022. Michael Wood. 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' + text; if (playButton) { playButton.addEventListener('click', () => { if (!articleIsBeingSpoken || playButtonPressed !== playButton) { responsiveVoice.speak(text, "US English Male"); articleIsBeingSpoken = true; //playButtonPressed = playButton; } else { responsiveVoice.resume(); } }) } if (pauseButton) { pauseButton.addEventListener('click', () => { responsiveVoice.pause(); }) } } let subscribeIsShown = false; function setVideoSubscribeLocation() { const video = I('articleVideo'); if (!video) return; const subscribe = I('videoSubscribe'); if (!subscribe) return; const videoRect = video.getBoundingClientRect(); const subscribeRect = subscribe.getBoundingClientRect(); const xDiff = videoRect.width - subscribeRect.width; const yDiff = videoRect.height - subscribeRect.height; const xOffset = (xDiff/2) + 'px'; const yOffset = (yDiff*(1/4)) + 'px'; subscribe.style.left = xOffset; subscribe.style.top = yOffset; } function showSubscribe() { let subscribe = I('videoSubscribe'); if (!subscribeIsShown) { subscribe.classList.remove('d-none'); setVideoSubscribeLocation(); subscribe.style.opacity = 1; subscribeIsShown = true; } } function hideSubscribe() { let subscribe = I('videoSubscribe'); if(subscribeIsShown) { subscribe.classList.add('d-none'); subscribe.style.opacity = 0; subscribeIsShown = false; } } function handleTimeUpdating(e) { const video = I('articleVideo'); const ending = video.duration - 5.5; if (ending < 0) ending = 0; if (video.currentTime >= ending) { showSubscribe(); } else { hideSubscribe(); } } function handleVideoPlaying(e, video) { console.log(video); console.log ('duration', video.duration); const ending = video.duration - 5; if (ending < 0) ending = 0; video.addEventListener('timeupdate', handleTimeUpdating); } function setupVideoCallToAction () { const video = I('articleVideo'); if (!video) return; video.addEventListener('play', (e) => handleVideoPlaying(e, video)); } let userIsAuthenticated = false; function isAuthenticatedUser () { return localStorage.getItem('pymnts.authorized') ? true : false; } function processChart (id) { var chartDom = document.getElementById(id); var myChart = echarts.init(chartDom); var option; option = { grid: { containLabel: true }, title: [ { text: "Types of digital payment methods\nused in the last month", textStyle: { color: 'black', lineHeight: 22 }, x: 'center' } ], tooltip: { trigger: 'item' }, yAxis: { type: 'category', data: [ 'Another wallet', 'Other', 'Voice payments', 'QR payments', 'Face payments', 'Samsung Pay', 'Cryptocurrency', 'Walmart Pay', 'Store Card', 'EBT', 'BNPL', 'Prepaid card', 'Peer to Peer', 'Google Pay', 'Apple Pay', 'Bank transfer', 'PayPal', 'Credit card', 'Debit card' ], axisLabel: { color: 'black' }, axisTick: { show: false } }, xAxis: { type: 'value', axisLabel: { formatter: '{value}%', color: 'black' } }, series: [ { data: [ 0.9, 1.4, 3.5, 4.5, 4.7, 6.3, 7.9, 8.2, 9.1, 10.8, 11.0, 14.7, 15.4, 15.5, 20.8, 34.9, 53.2, 57.4, 64.6 ], type: 'bar', showBackground: true, itemStyle: { color: (params) => { return params.name === 'EBT' ? 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pathTitles.push({ path: location.pathname, title: Q('h1').innerText }); triggerPageView(curPath); loadNextArticle(true); } function handleScrolling() { //console.log('handleScrolling', curArticle, curPath); let curArticleBox = null; let curArticleId = null; if (curArticle) { curArticleId = curArticle.getAttribute('id'); //console.log('curArticleId', curArticleId); curArticleBox = curArticle.getBoundingClientRect(); //console.log('curArticle box', window.innerHeight, curArticleBox) if (curArticleBox.y <= window.innerHeight) { console.group(); console.log('handleScrolling have curArticle'); document.title = curTitle; const state = { 'page_id': 1, 'user_id': 5 } history.replaceState(state, '', curPath); const urlInfo = curArticle.getAttribute('urlinfo'); console.log('curArticle urlInfo', urlInfo); let test = partialsAlreadyLoaded.indexOf(urlInfo); console.log('test', test, partialsAlreadyLoaded.length); ++test; if (test && test === partialsAlreadyLoaded.length) { curArticle = null; loadNextArticle(); } else { const urlInfo = I(curArticleId).getAttribute('urlinfo'); const url = new URL(urlInfo); triggerPageView(url.pathname); curArticle = I(`article-number-${test+1}`); curPath = curArticle.getAttribute('urlinfo'); console.log('curPath', curPath); } showingArticle = curArticleId; console.log('showingArticle', showingArticle); console.log('curArticle', curArticle); console.groupEnd(); } } // handle scrolling up if (showingArticle !== 'orig') { const showingArticleBox = I(showingArticle).getBoundingClientRect(); if (showingArticleBox.y > window.innerHeight) { let parts = showingArticle.split('-'); let num = Number(parts[2]); if (num === 1) { showingArticle = 'orig'; console.log('showingArticle', showingArticle); const url = new URL(Links.current); triggerPageView(url.pathname, true); const state = { 'page_id': 1, 'user_id': 5 } history.replaceState(state, '', Links.current); curArticle = I('article-number-1'); console.log('curArticle', curArticle); curPath = curArticle.getAttribute('urlinfo'); console.log('curPath', curPath); } else { showingArticle = `article-number-${num - 1}`; console.log('showingArticle', showingArticle); curArticle = I(`article-number-${num}`); console.log('curArticle', curArticle); curPath = curArticle.getAttribute('urlinfo'); console.log('curPath', curPath); const urlInfo = I(showingArticle).getAttribute('urlinfo'); console.log('urlinfo', urlInfo); const url = new URL(urlInfo); triggerPageView(url.pathname, true); const state = { 'page_id': 1, 'user_id': 5 } history.replaceState(state, '', urlInfo); } } } let singleContainer = I('singleContainer').getBoundingClientRect(); if (sidebarWrap) { sidebarRect = sidebarWrap.getBoundingClientRect(); sidebarTop = sidebarRect.y; sidebarBottom = sidebarRect.y + sidebarRect.height; if (sidebarFreezeTrigger && window.scrollY < sidebarFreezeTrigger) { sidebarFreezeTrigger = null; sidebarWrap.style.position = 'static'; sidebarWrap.style.bottom = 'auto'; } else if (sidebarBottom <= window.innerHeight) { if(sidebarWrap.style.position !== 'fixed') { sidebarWrap.style.position = 'fixed'; 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