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‘I miss old Google’: readers tell us how they search the internet in the age of AI
(www.theguardian.com)
this post was submitted on 23 Sep 2026
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I missed the old Google maybe 15 years ago when I switched away from it as a default search. It's not the AI.
Yeah it wasn't AI. It was the head of Google Ads (who got promoted to head of Google Search) that changed the search results so they were less accurate so users would spend more time on the results page and thus look at ads longer.
The Man Who Killed Google Search
There's also the profiling - serving different results depending on whether you're logged in or not.
The real thing is serving different results depending on what your profile contains. Even if you're not logged in, you still have a profile based on your IP address, time of day, freqency of queries, previous queries, etc.
Could be, but consider even the simplest example: being logged in, searching for something, then with the same browser, same everything, you log out and repeat the search: you will most likely get slightly different results. That might overlap with what you described as well.
They used to have an option to personalize results or not, but that went away long ago.
My recent searches are definitely personalized, which usually results in good things, but it makes it impossible to tell somebody else "hey, just search for this: ... "
Yeah, google been shit for over a decade now. Not long after SEO became the norm and Google figured out a way to profit from it.
LLMs have saved internet searching. For the first time in years, i am getting (usually) relevant information for my questions.
And not some sponsored or SEO optimized shithole.
I tend to disagree on that part. LLMs in a web search should be opt in, not opt out. They do help, but not always. For many searches that I have the answer right in the first result (sometimes even in its preview along the link) there's an LLM running and needlessly wasting resources, summarising very often what I already know.
I agree that LLMs should be opt-in.
However i am often working on projects with garbage or huge documentation, or community boards, that in the past would require a good bit of googlefu to figure out.
Google became absolutely useless for that task. LLMs saved internet search that isnt shallow.
Yeah, in the end it depends on the use case. Some things are a simple search away, others need compiling of information (manually or with the help of an LLM).
lol well that explains some things..