The Oracle in the Machine: How AI Is Rewriting the Rules of Search

Author(s): Alex M. Pawlowski

Originally published on Towards AI.

The Oracle in the Machine: How AI Is Rewriting the Rules of Search

In 2020, searching the web meant typing keywords and scrolling through a sea of blue links. Fast forward to May 2025, and the landscape has radically shifted. Now, people say things like, “I ask Google a question, and it gives me a curated summary, a video explanation, and sometimes even a personalized action plan.” This is not a preview of the future — it’s happening now.

This article discusses the transformation of search engines and browsers due to advancements in AI, highlighting the transition from traditional keyword-based searches to AI-driven conversational interactions and enhanced user experience. It explores the role of various technologies such as Natural Language Processing and reinforcement learning in shaping the search landscape, the implications for industries relying on click-based advertising, and the emergence of new job roles in the AI economy. Furthermore, it addresses the governance challenges arising from AI’s influence on knowledge dissemination and the shift in user engagement from passive searching to active understanding.

Read the full blog for free on Medium.

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Published via Towards AI