From encyclopaedias and search engines to AI assistants — are we witnessing the next major shift in how people find information?
Introduction
I still remember sitting in front of an old Windows PC, loading Encyclopaedia Britannica from a CD-ROM and feeling like I had access to the world’s knowledge.
At the time, it felt revolutionary. Then came the internet.
Wikipedia arrived. Ask Jeeves became a household name. There were countless search engines competing for attention. Eventually, one company emerged as the clear winner.
Google.
It became so dominant that its name entered everyday language. People didn’t search for information; they Googled it.
For the best part of two decades, “Google it” became the default response whenever someone needed an answer.
Lately, though, I’ve noticed something interesting.
More and more often, I hear people say:
“I asked ChatGPT.”
Not searched. Not Googled. Asked.
And that subtle difference may tell us a lot about where technology is heading next.
Search vs Conversation
Traditional search engines require us to do some of the work.
We enter a query. Google returns a list of links.
We decide which source looks trustworthy, open several tabs, compare information and draw our own conclusions.
AI tools such as ChatGPT fundamentally change that process.
Instead of searching for information, we’re having a conversation with it.
You can ask:
“What’s the best CRM for a small business?”
Or:
“Can you compare HubSpot, Trello and Mailchimp for my situation?”
The response isn’t a list of websites. It’s a tailored answer that attempts to understand the context behind the question.
That’s a powerful shift. For many people, it’s also significantly faster.
Why People Are Turning to AI
The appeal is obvious.
Most people don’t actually want search results. They want answers.
When someone asks Google a question, they’re often hoping the first result contains the answer they’re looking for.
ChatGPT removes several steps from that process.
Instead of:
- Search
- Click
- Read
- Compare
- Interpret
The process becomes:
- Ask
- Receive answer
For busy business owners, that convenience is incredibly attractive.
It’s easy to see why AI assistants are becoming part of daily life.
But There’s a Problem
Unlike a traditional search engine, AI can sometimes sound extremely confident while being completely wrong.
This is where I think many people need to be careful.
Google’s model encourages users to examine sources and compare information.
AI often presents information as a finished answer. Most of the time, that’s helpful.
Occasionally, it’s dangerous.
The challenge is that AI doesn’t “know” information in the same way humans do.
Large language models are trained on vast amounts of text and learn patterns within language. They predict what words are likely to come next based on those patterns.
That means they can produce incredibly useful responses.
It also means they can occasionally generate inaccurate information, misunderstand context or present outdated facts.
The technology continues to improve rapidly, but it isn’t infallible.
The Risk of Blind Trust
Every new technology creates a period where society learns how to use it responsibly.
Search engines did. Social media did. AI will too.
My concern isn’t that people are using ChatGPT; it’s that some people are treating its responses as unquestionable truth.
If an AI assistant provides legal advice, financial guidance or technical information, it’s still worth applying critical thinking.
The best users don’t replace their judgement with AI.
They enhance their judgement with AI.
What Happens Next?
I don’t think Google is disappearing any time soon.
In fact, the line between search engines and AI assistants is already becoming blurred.
Google is integrating AI into search. Microsoft is integrating AI into its products. AI companies are adding web search capabilities.
The two worlds are converging.
The more interesting question isn’t whether ChatGPT will replace Google.
It’s whether future generations will think of searching the internet as a conversation rather than a list of links.
That shift already seems to be happening.
The Business Perspective
For businesses, this evolution raises some important questions.
If customers increasingly ask AI for recommendations rather than searching directly, how do businesses remain visible?
How do brands establish authority when information is being summarised rather than discovered through traditional search?
How do websites continue to generate traffic if users receive answers before ever clicking a link?
These are questions marketers, website owners and business leaders will need to consider over the coming years.
The rules of online visibility may be changing once again.
Final Thoughts
The journey from Encyclopaedia Britannica to Google felt revolutionary.
The shift from Google to conversational AI feels equally significant.
Whether ChatGPT ultimately becomes “the new Google” remains to be seen.
What seems clear, however, is that the way people access information is changing. Fast.
As with any technology, the opportunity lies in understanding both its strengths and its limitations.
AI can be an incredible tool for learning, problem-solving and productivity.
Just don’t switch off your critical thinking skills along the way.
Key Takeaway
ChatGPT may not replace Google overnight, but it is changing how people seek information. The businesses and individuals who learn to use AI thoughtfully – rather than blindly – are likely to benefit most from what comes next.
Author’s Note: Have you noticed people saying “I asked ChatGPT” more often than “I Googled it”? I’d be interested to hear whether AI has changed the way you search for information, both personally and professionally.
Technology changes. Customer behaviour changes. Businesses that understand those shifts are often the ones that stay ahead.
If you’re considering how changes in search, AI or customer behaviour could impact your business, let’s have a conversation.
Book a free discovery call and explore how Filament can help you create clearer customer journeys, stronger digital experiences and more connected business systems.