DuckDuckGo Rides the Wave of Anti-AI Sentiment

As its traffic continues to climb, alternative search engine DuckDuckGo is leaning into anti-AI sentiment with the launch of new browser extensions that allow users to set its no-AI search experience, noai.duckduckgo.com, as their default search engine. Once enabled, users will be directed to the company's AI-free search page, where there are no AI-assisted answers, no chat prompts, and fewer AI images in the search results, the company claims.

The extensions are currently available for Chrome and Firefox users. Meanwhile, people who have switched to the DuckDuckGo web browser already have their AI settings preserved, even if they clear their browser history.

According to DuckDuckGo, traffic to its no-AI search page was up nearly 30% week-over-week, and its U.S. app installs were also up 18.1% week-over-week, with U.S. iOS app installs peaking at 69.9% week-over-week growth.

This surge in traffic follows news that Google was overhauling its search box in the biggest change to its search engine in more than 25 years. Now, instead of returning links at the top of the page, Google will favor sending users into AI-generated search overviews, which are becoming more interactive experiences capable of creating visualizations, charts, graphs, or even mini apps, as needed.

But not everyone is on board with having AI made the default, which is why some are making the move to alternative search engines like DuckDuckGo, Kagi, and others.

In addition to the new "no AI" search Chrome and Firefox extensions, DuckDuckGo will soon update its original DuckDuckGo Privacy Essentials extensions for Chrome, Firefox, Edge, and Opera to offer controls for AI search settings, as well.

"We're not anti-AI, but we do believe in giving users control over their search experience," said a DuckDuckGo spokesperson.

It's worth noting that DuckDuckGo isn't an anti-AI company. The company still offers its own AI chatbot with access to many popular models, and a subscription plan that provides access to the latest models and other tools, like a VPN service, identity theft restoration, and personal information removal services.

As the debate over AI-driven search continues, DuckDuckGo is positioning itself as a haven for users who are looking for a more traditional search experience. With the launch of its new extensions and updates to its original extensions, the company is well-positioned to capitalize on the growing demand for AI-free search results.