How AI and european tech are challenging the status quo
The digital landscape continues to evolve at a rapid pace, and AI technology is playing an increasingly important role. From personalized recommendations to predictive search queries, advanced machine learning algorithms are redefining the way we discover and interact with information online.
Google’s javascript requirement shakes up SEO
On January 17, 2025, Google introduced a significant update that requires websites to use JavaScript for core search functionality. According to Google, this change aims to enhance security and user experience. However, it has caused substantial ripples in the SEO community:
- tool disruptions: Many popular rank-tracking services and SEO platforms, which rely on traditional crawling methods, experienced downtime and inaccuracies.
- accessibility concerns: Website owners who depend on older tools or frameworks scrambled to adapt. This shift sparked debates about maintaining a level playing field for smaller websites.
Despite Google’s statement that less than 0.1% of searches are affected, SEO professionals worry about the broader implications. The change highlights how heavily the industry relies on a single tech giant’s policies and updates. A Google spokesperson told TechCrunch that the change is intended to "better protect" Google Search against malicious activity, such as bots and spam, and to improve the overall Google Search experience for users.
European search engines unite for independence
In a bold attempt to challenge the dominance of U.S.-based search providers, German company Ecosia and France’s Qwant have joined forces to create a shared European search index called European Search Perspectives (EUSP). The collaboration aims to:
- enhance privacy: EUSP seeks to align with European privacy standards, in step with the EU’s Digital Markets Act.
- offer sustainability: Ecosia’s tree-planting initiatives combine with Qwant’s privacy-based approach, highlighting environmental and ethical considerations.
- promote digital sovereignty: By developing their own index, Ecosia and Qwant hope to reduce reliance on existing U.S. search engines and empower European innovation.
EUSP plans to roll out its revamped search results in France in early 2025, with Germany following later in the year. While it faces an uphill battle against entrenched industry leaders, the venture could find an audience of users concerned about data protection and big-tech overreach.
Implications for AI-powered search
These developments raise a crucial question: what happens when AI-powered services can’t find results due to dependencies on major indexes? For platforms like Perplexity AI or the new EUSP, building and maintaining an independent index is becoming more important than ever.
Some potential strategies to overcome these challenges include:
- diversified data sources: Collaborating with multiple content providers to avoid a single point of failure.
- advanced web crawling: Using sophisticated crawling algorithms that can gather content from a wide range of sites, even if some restrict access.
- shared networks: Establishing partnerships where multiple AI-driven engines collaborate on data collection, making each platform more resilient.
Looking ahead
As 2025 unfolds, the landscape of search technology is poised for significant shifts:
- regional focus: Efforts like EUSP may pave the way for more regionally tailored and privacy-driven search engines.
- tech giant strategies: Established players like Google will likely continue to refine AI and user-experience features, potentially widening the gap with smaller competitors.
- user choice and privacy: With new alternatives emerging, users could benefit from greater choice—albeit at the cost of navigating a more fragmented search ecosystem.
Will European alliances reshape search as we know it, or will Google’s massive infrastructure and technological head start keep it on top? One thing is certain: AI-powered innovation, privacy concerns, and the push for digital sovereignty will continue to drive the future of search in new and unexpected directions.
