Last week, after Google announced its huge overhaul to Search at its annual I/O developer conference, a common sentiment emerged among users: they were looking for alternatives. One woman overheard on the phone declared she was switching to DuckDuckGo because she could “opt out of using AI.” Her reasoning resonated widely. “Google just isn’t Google anymore,” she said, a phrase that encapsulated the frustration of many.

At I/O, Google revealed plans to transform its familiar search box into a conversational engine that expands for longer queries, anticipates user intent, and autocompletes searches. Instead of returning a list of links, the search engine now uses AI Overviews to answer questions directly first. Google also introduced a more seamless AI Mode, allowing users to ask follow-up questions within AI Overviews. While a company spokesperson noted that AI Overviews have existed for two years and that AI Mode is not the default, the backlash was immediate and sharp.

Critics argued that the changes would kill the open web by reducing traffic to original sources. Others voiced concerns that AI overviews surface inaccurate responses and take away control from users who might not want to use AI. Simple queries became overcomplicated—just try to Google the word “disregard,” which now triggers an AI-generated explanation.

In response, many users began defecting to DuckDuckGo, a privacy-focused search engine that has struggled to capture significant market share. DuckDuckGo accounts for only about 2% of the U.S. search market, but its growth trajectory is now accelerating. The company reported that U.S. app installs rose 18.1% week-over-week on average during the May 20 to May 25 period, compared to the previous week. The growth sustained for six consecutive days and peaked at 30.5% on May 25. On iOS, the rate of installs was even higher, with week-over-week growth averaging 33% and peaking at 69.9%.

DuckDuckGo also saw a surge in visits to its AI-free search page, noai.duckduckgo.com, which averaged 22.7% week-over-week growth and peaked at 27.7% on May 24. This page turns off every AI feature—such as AI-assisted answers and AI-generated images—by default. (A spokesperson pointed out that Google offers a web filter for those who just want to see a list of blue links, but critics say the opt-out is buried.)

The trend was particularly strong in the United States, and DuckDuckGo continued to gain users over the Memorial Day weekend, a period when it usually sees a dip in traffic. Third-party data confirmed the surge. App analytics firm Apptopia found a 29% increase in average daily downloads in the U.S. and a 12% increase globally over the same period.

DuckDuckGo’s stance on AI and privacy

DuckDuckGo CEO Gabriel Weinberg addressed the shift directly. “Google is force-feeding AI with no way to opt out,” he said in a statement, referring to Google’s Search overhaul. “As a result, their results are getting worse, not better. We want to be the place that puts users in charge and allows them to decide how much or how little AI they want.”

This philosophy of user choice extends to DuckDuckGo’s own AI offerings. The company offers Duck.ai, a free AI chat service that does not require an account. It provides access to models including Anthropic’s Claude 4.5 Haiku, Meta’s Llama 4 Scout, Mistral’s Small 3 24B, and OpenAI’s GPT-5 mini. All chats are private: DuckDuckGo strips the user’s IP address before requests reach model providers, deletes conversations within 30 days, and prevents chats from being used for training.

Weinberg emphasized privacy: “Not only do we respect user choice, but also user privacy. Everything you do in DuckDuckGo is private, we don’t collect search histories or chats and nothing is used for AI training.”

DuckDuckGo also offers Search Assist, a feature similar to Google’s AI Overviews that provides AI-generated summaries. Additionally, it has an AI Image Filter that hides AI-created images from search results. Kamyl Bazbaz, DuckDuckGo’s chief communications and policy officer, noted that both of these AI features are among the company’s most popular, despite the company’s overarching ethos of minimizing AI. “People just want a choice,” Bazbaz said.

Broader context: The antitrust battle and search market dynamics

The surge in DuckDuckGo’s popularity comes against a backdrop of long-standing competition and legal battles. During Google’s search antitrust trial in 2023, DuckDuckGo CEO Gabriel Weinberg testified that Google’s exclusive default search contracts harmed its ability to pitch itself as the default on other browsers. The trial highlighted how Google’s dominance—controlling over 90% of the search market—is reinforced by multi-billion-dollar deals with Apple, Mozilla, and other platforms.

Despite these challenges, privacy-focused alternatives like DuckDuckGo have slowly gained traction. The company’s emphasis on not tracking users or collecting personal data appeals to those increasingly concerned about digital surveillance. Now, the AI shift may be the catalyst that finally moves the needle. Search industry analysts note that Google’s move to make AI the centerpiece of search could alienate power users who prefer traditional, link-based results. Meanwhile, casual users may not immediately notice the change, but early adopters of AI Overviews have reported frustrations.

Google, for its part, defended its strategy. A company spokesperson pointed to a blog post by VP of search Elizabeth Reid, stating that a year after its debut, AI Mode has surpassed one billion monthly users with queries more than doubling every quarter since launch. However, critics counter that this metric reflects engagement among those who opt in, not dissatisfaction among those who feel forced into an AI-first experience.

Implications for the future of search

The migration to DuckDuckGo signals a growing demand for control over AI in everyday tools. As generative AI becomes more embedded in products, users are increasingly aware of trade-offs between convenience and privacy. DuckDuckGo’s approach offers a middle ground: AI features are available but optional, and their privacy guarantees are explicit.

Other search engines may see similar benefits. Brave Search, another privacy-focused competitor, has also reported increased usage in recent weeks. Industry observers predict that the AI backlash could lead to a more fragmented search landscape, where niche engines carve out loyal user bases by offering tailored experiences—whether that means less AI, more privacy, or both.

For DuckDuckGo, the current momentum represents a rare opportunity to grow beyond its 2% market share. The company has invested in expanding its feature set, including its own AI tools, while maintaining a strict privacy policy. Whether the current wave of defectors will stick with DuckDuckGo depends on whether the search engine can deliver a satisfying user experience that rivals Google in reliability and speed. Early data suggests that the answer may be yes: both app installs and web traffic are surging, and the trend shows no signs of slowing down.

Weinberg summed up the company’s mission: “We don’t want to force AI on anyone. We want to give people the choice. And it seems that a lot of people are ready to make that choice now.”

This article has been updated with analytics from Apptopia and comment from Google. An earlier version of this article misstated Google’s search overhaul.

Source: TechCrunch News