The market leader in web search is integrating AI-rich features into the familiar search bar — but some users want absolute control.

Following the recent announcement and early user experiences of Google’s shift towards AI-driven search, some competitors with old-fashioned “No AI” search options have experienced a sharp increase in uptake.

The spike comes after Google introduced sweeping changes, signaling a move away from traditional link-based results. This could suggest a growing segment of users is dissatisfied with AI-generated answers replacing familiar search formats.

For example, DuckDuckGo reported that visits to its AI-free search page more than tripled by 28 May 2026,  and have continued rising. Traffic has remained roughly 84% above normal levels since the announcement. In the days immediately after, visits had climbed by an average of 22.7% week over week, with the fastest growth (27.7%) recorded on 24 May 2026.

The shift has also translated into increased app adoption. In the United States, the search engine saw installs rise by an average of 20.8% week over week during the first week after Google’s announcement, according to Business Insider. iOS downloads grew even faster, averaging a 33% increase and peaking near 70% on 25 May 2026.

According to Google’s head of Search, Liz Reid, the new platform is designed to create personalized experiences for each question, combining interactive visuals with ongoing, stateful environments that users can revisit. The goal is to turn search into a more adaptive and continuous process rather than a one-time query-and-result interaction.

Despite the shift, the firm still provides a “Web” filter for users who want a more traditional experience. Originally introduced in 2024, this option removes AI-generated summaries, knowledge panels, and other enhanced features, leaving only standard text-based links. However, the setting cannot be made the default, requiring users to select it manually each time — an inconvenience that may push some toward competing services.

As more users reconsider how much AI they want integrated into their search experience, competing browsers and search engines that allows users to control or disable these features look set to become a key differentiator.