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Google’s nightmare: How a search spinoff could remake the web | Google has shaped the Internet as we know it, and unleashing its index could change everything
Google has shaped the Internet as we know it, and unleashing its index could change everything.
Today, any website that wants to be findable has to play by Google's rules, and after years of search dominance, the company has lost a major antitrust case that could reshape both it and the web. It's reminiscent of the days when huge brands weren't always clustered at the top of Google—but even these results are being pushed out of reach in favor of AI, ads, Knowledge Graph content, and other Google widgets. By understanding the task behind a query, Google hopes to provide AI answers that save people time, even if the model needs a few ticks to fan out and run multiple searches to generate a more comprehensive report on a topic.
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