As artificial intelligence (AI) continues to evolve, it’s clear that the way we search for information online is undergoing a profound transformation. With the rise of tools like ChatGPT, AI-powered search engines are beginning to step into the spotlight, challenging traditional search methods. AI systems, such as ChatGPT Search and platforms like Perplexity, are gradually redefining the search landscape. As these innovations grow, experts are predicting a shift in how we interact with search engines, and this shift will likely impact industries ranging from online advertising to web development.
To explore what the future holds for search engines, I spoke with A.J. Ghergich, the global VP at Botify, a leading AI-powered search visibility solution. Ghergich has been at the forefront of AI-driven search technologies, and his insights into the direction of search offer a fascinating glimpse into what 2025 and beyond will look like.
The AI Revolution in Search: A Conversation-Based Future
At its core, AI-powered search is fundamentally different from traditional search engines. Instead of entering search queries into a search bar and receiving a list of results, users engage in two-way conversations with AI systems. These AI tools don’t simply return static links; they interpret user intent, provide contextual answers, and deliver personalized results.
This conversational approach makes searching for information feel more natural and intuitive, closer to interacting with a human assistant. However, as Ghergich points out, AI search systems are still in their early stages, and they remain in a peculiar space where traditional search is slowly adopting AI capabilities, while AI systems are striving to mimic the old models of search engines.
“The old guard is adapting little bits of AI, and AI is trying to mimic the old guard with traditional search,” says Ghergich. “It’s a funny place to be.”
But as these systems mature, the integration of AI in search will become increasingly sophisticated, with major implications for how users access and interact with online information.
The Role of Ads in AI Search: A Coming Shift
One of the biggest changes expected in the AI-powered search landscape is the introduction of ads. While platforms like ChatGPT Search currently offer a relatively ad-free experience, that is likely to change in the near future. Ghergich explains that AI-powered search engines will need to monetize their services, just like traditional search engines have done for years.
“It will be a hot minute,” laughs Ghergich when asked about ads in AI search. “If it’s free, you’re the product. We’ve learned this with everything that’s come before. Ads are coming.”
In fact, Ghergich believes that the shift to incorporating ads won’t be driven solely by the need to generate revenue. It may also be a result of user demand.
“You wouldn’t think that, because if you ask consumers if they want ads, they’re like, ‘Hell no! I don’t want ads in there,’” he says. “But in the end, they will. What will happen is that these systems will become so personalized and customized to you that when the ads show up, they won’t feel intrusive or wrong. They will show up in helpful ways.”
In essence, ads will become more seamlessly integrated into AI-powered search engines, where they will feel less like a disruption and more like a helpful part of the user experience. As AI systems learn to personalize search results to such a degree, users will likely come to accept ads that are highly relevant and tailored to their specific needs.
The Future of Search: AI Agents Interacting Without Humans
As AI systems continue to evolve, we are rapidly approaching a future where AI won’t just be assisting humans in their search for information — it will be conducting searches on its own. This shift will have profound implications not only for search engines but also for the entire internet infrastructure.
“In the future, the majority of searchers will be AI, not human,” predicts Ghergich. “We’ll cross this threshold, and the way we communicate will have to change. It’s not just Google or Bing bots anymore. Now, you have hundreds of thousands or millions of these generative AI chatbots. If you say you want to buy a new pair of socks, your assistant will be searching the web, so you don’t have to.”
This shift means that, over time, AI agents will become the primary agents in the search process, performing tasks that were traditionally carried out by humans. The web will no longer just be a tool for people; it will be a platform where AI systems interact with each other, sharing and processing information in ways that humans cannot easily comprehend.
But what happens when AI agents start communicating exclusively with other AI agents? Will humans even be able to interact with the web in the same way anymore?
“Yes, I think so,” says Ghergich. “And it will lead to changes in how the web is created. AI agents don’t need JavaScript and HTML. There’s a lot of efficiency and savings that can be had if you use AI for AI communication just with language.”
This shift in communication between AI agents could lead to significant changes in the architecture of the web itself. Since AI doesn’t require the massive amounts of data or code that traditional websites need, the web could become much more streamlined and efficient, reducing bloated code and saving costs in the process.
The Future Web: A New Era of Efficiency
As AI agents begin interacting with each other, the web will evolve into a much leaner, more efficient system. The need for heavy JavaScript, HTML, and other traditional web elements will diminish, as AI agents will be able to exchange information directly and efficiently using language alone.
“If you strip out the massive megabytes and gigabytes of bloat,” Ghergich explains, “and if you did that worldwide, you could have a much more efficient type of communication, and cut costs and errors. A restructure of architecture and infrastructure-type play will transpire where web infrastructure gets disrupted, because AIs don’t need all that.”
This could result in a seismic shift in how websites are built, with an emphasis on efficiency and simplicity. The traditional tools used to design and manage websites may no longer be relevant, and entirely new ways of building and maintaining online platforms will emerge.
Humanity’s Role in the AI Future
With AI agents running the web and performing tasks that once required human input, it’s natural to wonder what humanity’s role will be in this new world. Ghergich is optimistic about the potential for AI to improve people’s lives, especially in areas like education.
“AI will clearly disrupt all aspects of our lives, but that doesn’t always have to be a bad thing,” he says. “For me, there’s one area that I desperately want AI to disrupt consumer lives – education.”
Ghergich envisions a world where AI systems act as personalized tutors for every child, providing individualized learning experiences regardless of geographic location or economic status. This vision would radically transform education, ensuring that every student has access to quality instruction tailored to their specific needs.
“Even if the development of AI just stopped today,” Ghergich argues, “and you took ChatGPT as an educationally fine-tuned assistant and gave it to the planet, in 20 years, you’ll have a better planet.”
By offering personalized, patient, and accessible learning to every child on the planet, AI could address some of the most pressing educational disparities and change the trajectory of global development.
Embracing the AI Future: Challenges and Opportunities
While Ghergich is hopeful about the benefits that AI will bring, he acknowledges that the transition will not be without its challenges. As AI takes on more and more roles traditionally held by humans, some jobs and industries will inevitably be disrupted. But this does not mean the end of human involvement; instead, it marks the beginning of a new phase in which humans and AI work together in more meaningful ways.
In the future, it may be common for people to look back and ask, “Do you remember when you used to search the internet yourself?” AI will take over much of the burden of searching for information, leaving humans to focus on more complex tasks. This change may come faster than we expect, as the rapid development of AI continues to push boundaries.
Conclusion: What’s Next for Search and AI?
The future of search is undoubtedly intertwined with the rise of AI, and the implications of this shift will be felt across many sectors, from advertising to web development. As AI becomes more integrated into search engines, ads will likely become an inevitable part of the experience, albeit in a more personalized and unobtrusive way. Additionally, as AI agents begin communicating with each other, the web itself will be restructured, leading to more efficient, streamlined systems.
For humans, the future is not one of obsolescence but one of collaboration with intelligent systems. The integration of AI into everyday life, especially in areas like education, offers exciting possibilities for improving the human condition. However, as with any technological revolution, there will be challenges to overcome, and the future of search will require careful navigation to ensure that AI serves the greater good.
The coming years will undoubtedly bring profound changes to the way we search, interact with the internet, and live our daily lives, marking a pivotal moment in the evolution of technology.