Search is just a tool for LLMs. Ask Bing Chat about tomorrow’s expected Starship launch and it will do a decent job.
Likewise with 3rd party extensions; a good LLM will make the best choice based on criteria.
In a way the LLM becomes the end user from a search/advertising perspective. The actual end user just expects an answer, not a list of 5 ads and 10 possible places to go look for the answer.
So yeah, search as an activity still exists, it’s just much less monetizable because the value prop of LLMs is distilling all that noise to a useful answer.
Likewise with 3rd party extensions; a good LLM will make the best choice based on criteria.
In a way the LLM becomes the end user from a search/advertising perspective. The actual end user just expects an answer, not a list of 5 ads and 10 possible places to go look for the answer.
So yeah, search as an activity still exists, it’s just much less monetizable because the value prop of LLMs is distilling all that noise to a useful answer.