What changes when LLMs become the search interface.
Back in the 1990s, people said “All the information is out there at the internet… we just need to find it.” That was the time of search engines — AltaVista, Yahoo! Search, Google, Lycos, WebCrawler, Excite. Even Disney tried its hand with Go (1998). New Technology — New Search: Large Language Models Build AI Search.
— 2025: The Year Of Search But Not The End Of Google · Forbes
They try to mimic ChatGPT, and they fail. We saw the same pattern in the early days of Google, when every site tried to build search as good as Google’s and could not. I am guilty of this mistake myself. In 2024 I launched a consultative bot for Decent that nobody asked for.
— Three Mistakes Brands Make In The Age Of AI-Driven E-Commerce · Forbes