The second threat is the rise of “answer engines” like Perplexity which, well, do what they say on the tin. OpenAI has added internet search to ChatGPT, Meta Platforms is exploring building its own search engine, and even AI chatbots that can’t search the internet are proving increasingly capable at addressing many questions. They’re also becoming ever more widespread, as Microsoft and Appleintegrate them directly into the operating systems of all the devices they make or support.

That is not an improvement, it’s just also not really any worse.

Another problem is they ruined their own search with AI.

Kicked themselves right in the nuts.