Google Search Is Broken — Here’s How AI Is Making It Worse

We’ve all been there: you Google a question, only to wade through pages of ads, dubious listicles, and AI-generated jargon. Once the gold standard for reliable information, Google’s search engine now epitomizes a broken system. The culprits? Rampant SEO gaming, monopolistic control, and ironically, the rise of AI.

The Issue with search results on Google

Here are some of the issues you might notice with search results on Google:
Ads dominate search results, pushing organic, relevant content further down and frustrating users seeking unbiased information

• SEO spam and keyword stuffing flood results with low-value pages optimized for algorithms rather than user usefulness
• Content quality defined by algorithm that depends on keywords and domain score and AI.
• Clickbait headlines and sensationalized content clutter search results, reducing overall quality
• Misinformation and fake news remain difficult to filter out effectively, sometimes spreading through top results
• Filter bubble: search results can be overly personalized, creating echo chambers and limiting exposure to diverse perspectives

AI: Accelerating the Downward Spiral

Artificial intelligence, once hailed as a tool for progress, now turbocharges these flaws:

1. Spam at Scale: Tools like ChatGPT enable mass-produced, SEO-optimized articles that lack depth or accuracy. Need a “10 Tips for Healthy Living” list? An AI can generate 1,000 variations in minutes — none written by experts.
2. Sensationalism Over Substance: AI-driven ranking systems learn to favor clickbait, amplifying polarizing claims and conspiracy theories.
3. The Deepfake Danger: AI-generated text, images, and videos further muddy the waters, making it harder to distinguish fact from fiction.

The result? A search ecosystem where misinformation thrives and reliable sources drown in the noise.

AI-based Alternatives

Generative Search Engines such as Perplexity.ai or SearchGPT won't solve the problem, as they summarize top search results. It is a nicer search experience, but it still depends on Bing and Google.

Why This Matters

The erosion of trustworthy search has real-world consequences:

• Public trust in institutions and media plummets.
• Knowledge gaps widen as paywalled or buried expertise becomes inaccessible.
• Democracy itself is at risk when voters can’t find balanced information.

Your Turn: How Would You Fix Search?

Google’s decline affects us all. While policymakers and tech giants debate fixes, grassroots innovation matters. What solutions do you envision? Better algorithms? Decentralized search tools? Stricter content laws?