Google is still the most popular search engine in the world. However, the fact that the company is increasingly incorporating artificial intelligence (AI) features into search results makes some users feel the experience become more confusing than before.
Summaries created by AI, automated reply content and personalized ads appearing more and more, also causing many people to start looking for simple, neat search tools that focus more on privacy.
Currently, some new search engines are attracting attention thanks to focusing on neat experiences, limiting advertising or enhancing personal data protection.
DuckDuckGo
One of the most prominent names is DuckDuckGo. This tool is famous for its orientation towards protecting privacy when not storing search history or tracking user browsing activity.
Ads on DuckDuckGo only rely on search keywords instead of personal profiles. This platform also allows users to completely turn off the answers created by AI.
Brave Search
Another option is Brave with the Brave Search tool. Unlike many platforms that rely on data from Google or Bing, Brave Search uses its own indexing system.
A notable point is the "Goggles" feature, which allows users to customize the arrangement of search results, such as prioritizing technology blogs, filtering some websites or classifying them according to content perspectives.
The AI features on Brave Search can also be turned off if users want to experience traditional searching.
Startpage
The Startpage is aimed at groups of users who still want to maintain Google's search quality but do not want to be tracked for data. This platform acts as an intermediary layer, taking results from Google but not sharing personal information with Google.
Ecosia
Ecosia attracts attention with its search model that combines environmental protection. The company said advertising revenue from searches will be used to fund global planting projects.
Ecosia also developed its own browser based on Chromium (an open source web browser project) to help users gradually move away from the Google ecosystem.
Kagi
Another tool highly appreciated by the technology community is Kagi. Unlike most free search tools today, Kagi operates under a paid subscription model.
In return, users are provided with no advertising experience, no sponsorship results and less annoying AI content.
This system also supports many specialized filters for academic research or technical content.
Qwant
Qwant is a search engine known for prioritizing user privacy. This platform does not track search activity to personalize ads and provides a fairly simple interface, with separate sections for news, social networks and websites.
For those who are tired of search results increasingly dependent on AI, Qwant offers a more traditional and neat search experience.
Although Google is still in a dominant position, the emergence of new platforms shows that the online search market is entering a more diverse competitive phase, especially in the era of AI booming strongly.
