There is a growing possibility that any search engine using advertising-based business model will either not exist or will have to carry 'for entertainment' lab

There is a growing possibility that any search engine using advertising-based business model will either not exist or will have to carry 'for entertainment' label in cca 10 years (as in 'do not take these results seriously, they are here for your entertainment only', similar to the disclaimer some ad-based media like Fox news already has in their terms to avoid liability [1]). The conflict of interest produced by ad-based business model is so strong and will continue to grow like a malignant body. Public's erosion of trust in information served by an advertising company and at the same time realization by the users that what information we put in our heads is as important as what food we put in our bodies will inevitably lead to a major shift in the way search works. We will see the rise of search engines with paid subsription business models that will align the interests between the information provider and customers (I am the founder of one, not trying to promote it but participate in the discussion close to my heart) and increasingly better AI that will be able to condendse multiple pages of information to produce contextual answer with references (an example here in fighting misinformation [2]). Once we have this, there will be only one way for search to go and that is becoming better and better for the users, as the positive feedback loop between the search engine and its customers will drive such behavior. [1] https://www.foxnews.com/terms-of-use https://www.foxnews.com/terms-of-use (beginning of the third paragraph) [2] https://twitter.com/vladquant/status/1597423319598305280 https://twitter.com/vladquant/status/1597423319598305280