Introduction
The integration of artificial intelligence into search engines and digital assistants is revolutionising how we access, process, and interact with information. In 2025, AI-powered tools are no longer futuristic novelties—they are at the core of everyday search experiences, enhancing relevance, efficiency, and personalisation. Tech giants like Google, Microsoft, and emerging players such as Perplexity AI are in a race to define the next era of search. Younger companies, such as aiconver GmbH, have also joined in on this race with their powerful AI-concierge that gives leverage to the everyday working population.
Body
At the forefront of this transformation is Google, which is integrating its advanced Gemini 2.0 model into its core search platform. Unlike traditional keyword-based results, Gemini uses large language models (LLMs) to offer nuanced, multi-step responses to complex queries involving coding, math, and critical analysis. This shift marks Google’s intent to move beyond simple links and toward a conversational, expert-like AI interface (AP News, 2025).
Simultaneously, Perplexity AI has gained massive popularity as a real-time, fact-based conversational search assistant. With over 10 million monthly active users as of early 2025, Perplexity leverages up-to-date web data and LLMs to deliver sourced, transparent answers. The company is reportedly in talks with Samsung and has secured a deal with Motorola to embed its assistant into mobile devices, potentially rivalling Google Assistant and Bixby (Tom’s Guide, 2025).
According to Statista, a German database company, the AI digital assistant market is projected to reach $17.5 billion by 2026, fuelled by innovations in natural language processing and growing demand for voice-activated tech. Moreover, Microsoft’s Copilot—embedded into Bing and Microsoft 365—demonstrates the enterprise-level potential of generative search, offering contextual, document-aware answers within user workflows.
However, this shift is not without scrutiny. In April 2025, the U.S. Department of Justice opened an antitrust trial against Google, alleging it is using its AI advancements to strengthen its monopoly on the search market (Reuters, 2025).
Conclusion
AI-powered search engines and assistants are rapidly transforming the digital landscape. By blending conversational capabilities with real-time data access, they offer a glimpse into a future where search is smarter, faster, and more intuitive. As competition intensifies and legal frameworks evolve, users can expect more innovation—and more debate—about the role of AI in shaping our access to information.