New Delhi: As Google rolls out what it calls the biggest overhaul of its search engine in 25 years, users are beginning to explore alternatives that offer a more traditional or less AI-driven experience. The latest update integrates artificial intelligence deeply into search, from personalised interfaces to AI-generated answers, sparking mixed reactions among users.
While some welcome smarter search capabilities, others feel overwhelmed by the increasing role of AI and are looking for simpler, privacy-focused or customisable search options. Here are five alternative search engines gaining attention as viable replacements.
Kagi: Ad-free and user-controlled
Kagi has emerged as a premium alternative for users who want a clean and distraction-free search experience. Unlike Google, Kagi does not rely on advertisements or aggressive AI integration.
One of its standout features is the ability to customise search results using filters and “lenses,” which allow users to prioritise specific types of content such as academic research or technical information. While AI-generated summaries are available, they are optional and can be turned off.
However, Kagi operates on a subscription-based model, meaning users must pay for its ad-free experience.
DuckDuckGo: Strong privacy protection
DuckDuckGo is one of the most well-known alternatives, particularly among users concerned about online privacy. The platform does not track browsing history or store personal search data, making it a preferred choice for those who want anonymity.
Advertisements on DuckDuckGo are based solely on the search query rather than user profiling. Additionally, users have the option to disable AI-generated responses, allowing for a more traditional search experience.
Startpage: Google results without tracking
Startpage offers a unique approach by acting as a privacy-focused intermediary between users and Google. It delivers Google-powered search results while ensuring that personal data, such as IP addresses and search history, is not shared.
This makes it an appealing option for users who appreciate the quality of Google’s search results but want to avoid being tracked.
Brave Search: Flexible and ad-free
Brave provides both a browser and a search engine, giving users more control over their browsing and search experience. It is largely ad-free and allows users to customise how results are displayed.
A key feature is the ability to enable or disable AI-powered answers, giving users flexibility depending on their preferences. Additionally, users can integrate other search engines, including Google, as extensions within the Brave browser.
Ecosia: Environment-focused browsing
Ecosia differentiates itself by focusing on environmental sustainability. The platform uses a significant portion of its advertising revenue — around 80 per cent — to fund tree-planting initiatives worldwide.
It also offers a Chromium-based browser, enabling compatibility with Chrome extensions while providing an alternative to Google’s ecosystem. Although it includes ads, its environmental mission appeals to users looking to make a positive impact through their online activity.
Why users are exploring alternatives
Google’s new AI-driven search experience aims to make information retrieval faster and more personalised. However, the shift towards AI-generated responses and customised interfaces has raised concerns among some users.
Critics argue that excessive AI integration could reduce transparency in how search results are generated, while others worry about data privacy and the potential for over-personalisation. For many, traditional search — where users manually browse links — remains preferable.
At the same time, privacy concerns and the desire for ad-free browsing have contributed to the growing popularity of alternative search engines.
Conclusion
As Google redefines the search experience with artificial intelligence, users now have more choices than ever before. Whether it is privacy, simplicity or customisation, alternatives like Kagi, DuckDuckGo, Startpage, Brave and Ecosia offer distinct advantages.
While it remains to be seen how users adapt to Google’s AI overhaul, exploring these alternatives can help individuals find a search experience that better aligns with their preferences.