DuckDuckGo Challenges AI with Its Growing Non-AI Search Engine

DuckDuckGo Capitalizes on Distrust of AI

In a context where distrust of artificial intelligence is growing, DuckDuckGo, the alternative search engine, is seeing a significant increase in its traffic. To respond to this trend, the company has introduced new browser extensions that allow users to set its AI-free search engine, noai.duckduckgo.com, as the default option.

These extensions, available for Chrome and Firefox browsers, redirect users to a search page devoid of any AI intervention. This means there are no AI-assisted answers, no chat suggestions, and a reduced presence of AI-generated images in the results. For those already using the DuckDuckGo web browser, the AI-free settings are maintained even after clearing browsing history.

A Consistent Search Experience Without AI

DuckDuckGo claims that these new extensions aim to provide a more consistent AI-free search experience, a service that is increasingly rare at present. This initiative comes after Google announced a major overhaul of its search engine, focused on integrating AI, during its developer conference last May.

Since this announcement, DuckDuckGo has observed a notable increase in its traffic. Last week, the company reported a nearly 30% week-over-week increase in visits to its AI-free search page. Additionally, installations of its app in the United States rose by 18.1%, with a peak growth of 69.9% for iOS app installations.

Google and the Transformation of Online Search

The rise of DuckDuckGo coincides with a significant transformation at Google, which has undertaken the largest change to its search engine in over 25 years. Now, Google prioritizes AI-generated search previews, which offer interactive experiences including visualizations, graphs, and even mini-apps. Interactions with these previews can lead to AI chat experiences, relegating the traditional "10 blue links" to the background.

However, this evolution is not universally welcomed. Some users prefer search engines that do not center AI in their experience, prompting them to turn to alternatives like DuckDuckGo and Kagi.

Sustained Growth for DuckDuckGo

DuckDuckGo noted that on May 28, 2026, traffic to its AI-free search page tripled, setting a new record since Google's announcement. The company emphasizes that this growth is not a one-time event but part of a more sustainable trend, with visits averaging 84% higher than normal.

Meanwhile, DuckDuckGo plans to update its DuckDuckGo Privacy Essentials extensions for Chrome, Firefox, Edge, and Opera. These updates will provide additional controls for AI search settings, further reinforcing the company's commitment to delivering a personalized search experience.

DuckDuckGo and Its Nuanced Approach to AI

It is important to note that DuckDuckGo is not fundamentally opposed to AI. The company offers its own AI chatbot and provides a subscription plan that includes access to popular AI models, as well as complementary services such as a VPN, identity restoration in case of theft, and the removal of personal information. This nuanced approach allows DuckDuckGo to meet the varied needs of its users while capitalizing on the growing demand for AI-free search experiences.