June 4, 2026, 3:10 p.m. ET
Google is changing and some users are hungry for a search engine reminiscent of the “good old days.”
On May 19, Google announced the “biggest update” to its search bar in more than 25 years − the addition of more artificial intelligence capabilities. While the traditional Google Search isn’t going away, the tech giant rolled out several new updates to Google Search AI Mode, including more natural chatbot conversations, the introduction of AI personal assistants and improved online booking capabilities. While Google is hyping up the features, some users interested in an internet search sans AI are turning to alternative search engines.
Competitors also say they are seeing more users following Google’s update.
DuckDuckGo, a search engine that promotes privacy-protected searching, has experienced an increase in downloads since Google’s announcement on May 19.
On June 1, DuckDuckGo search traffic hit an all-time high and U.S. installs peaked at 76% higher the week of June 1 than the week of May 12 (before Google’s announcement), DuckDuckGo Chief Communications and Policy Officer Kamyl Bazbaz told USA TODAY. Bazbaz did not elaborate on the engine’s search traffic record but said on average, DuckDuckGo sees more than 110 million searches per day.
Germany-based search engine Ecosia has also experienced increased use. Christian Kroll, CEO and founder of Ecosia, told USA TODAY in an email that over the past two weeks, Ecosia searches have grown by nearly 40%, while installs have more than doubled.
“We’re seeing a clear sentiment that people don’t want AI to be non-optional – and this is playing out in the numbers,” Kroll said. “They are fleeing Big Tech and seeking alternatives that align with their values.”
Google web filter sees uptick in use, too
While there are plenty of alternative search engines, a web filter created by Google has also seen an uptick in use. When Google launched AI Overview in 2024, it created a web filter users can add to the end of a Google Search URL to present a Google Search result without AI Overview. The web filter, a string of text, is “&udm=14”.
Not long after the web filter was quietly released, tech writer Ernie Smith created a webpage for it, udm14.com. When searching on Smith’s webpage, the filter is automatically added to a search, rather than a user needing to manually add it to the end of a search’s URL.
Smith told USA TODAY that the week of May 25 was the busiest individual week for the website, with about 70,000 visitors. For comparison, most weeks, udm14.com sees about 40,000 to 50,000 visitors, Smith said (though the highest visitor count was 130,000 upon its launch in 2024).
“It’s been really, really nice seeing Wikipedia show up in the first few listings,” content creator Mike Newins said in an Instagram Reel explaining why he made the switch to udm14.
How did Google Search change?
Despite all of the noise around the Google Search update, not much is actually changing. The traditional Google Search experience, where users type a question or keywords to receive a list of blue links to various websites, still exists. The majority of changes are to Google Search AI Mode, which users must toggle on to use.
Why are people leaving Google, switching search engines?
As AI chatbots are refined and platforms like Google continue to integrate the technology, some people are looking for ways to distance themselves from the technology.
In the comments of her recent TikTok video, in which she discusses her switch to DuckDuckGo, content creator Ally Meeks answers why the addition of more AI features turned her away from Google.
“Because of how much negative environmental impact generative AI has,” Meeks responded. “There are three data centers going up near me, which will affect the water quality, raise temperatures, and create severe noise pollution and impact local farmers. That’s not something I want to interact with and support.”
With more than 4,300 data centers operating throughout the United States, environmentalists and anti-AI activists argue that these computer facilities drain energy and water sources, pollute air quality, cause noise disruptions for nearby residents and create a disproportionate number of temporary jobs.
Companies like Ecosia have also noticed an increased interest in the ability to turn off AI features, Kroll said.
Since the latest update, there is no way for Google users to turn off Google AI Overview, unless they take an extra step like using the web filter &udm=14.
Though engines like DuckDuckGo and Ecosia offer AI overviews, both allow users to turn them off in the engine’s settings. DuckDuckGo also allows users to turn off the ability to see AI-generated images. Startpage, another search engine, functions similarly, allowing users to toggle AI features on and off.
Though some online users may be jumping ship, Google Search isn’t going anywhere. When asked for a response to the backlash, a Google spokesperson cited Google Vice President of Search Elizabeth Reid’s blog post announcing the changes.
“As people have realized just how much more Search can do for them, they’re searching more than ever before − so much so that last quarter, we saw queries reach an all-time high,” Reid wrote.
How to switch to search engines
Trying out a new search engine is pretty simple. Before committing to a new one, users can test a search engine by visiting its website. For example, even if you are using the Google Chrome browser, you can still visit DuckDuckGo.com and search on the platform.
Perhaps the most optimal way to use a search engine, however, is by downloading it to your device, whether through a desktop or smartphone − just like you’d download Google Chrome or Firefox. Though it may sound counterintuitive, users can also change their default browser in Google Chrome.
To change the default browser on Google Chrome, click the three dots in the top right corner, then Settings. On the left-hand side of the settings menu, click Search Engine. Select Google, Bing, Yahoo, DuckDuckGo or Yandex as the default.
On smartphones, users can change the default browser in the phone’s settings, too.
iPhone users who use Safari can search Safari in the Settings app, click Search Engine and choose between Google, Yahoo, Bing, Baidu, DuckDuckGo, Sogou, 360 Search and Ecosia.
Though Google owns the Android operating system, users can still change the default browser. Open the Google Chrome app, click Settings then Search engine. Select Google, Bing, Yahoo, DuckDuckGo or Yandex as the default.
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@usatoday.com.
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