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This. Right before AI became public, I remember Google searches were getting more and more crammed with SEO bullshit. Now we have AI powered SEO and searching for anything is super difficult.
Google also heavily enshittified search in 2019: https://www.wheresyoured.at/the-men-who-killed-google/
tl;dr: The engineer who spent his life trying to make search good disagreed with the suit that pointed out, "but if people have to keep coming back then we can show more ads!"
Words were exchanged. Mostly "fuck" and "you" in that order. Money won.
There was a piece on npr a few days back, all things considered, that talked to someone who was talking about search and seo and ai and such.
The tldr was that seo tools before ai gave you a lot of information that you could use to grow a website. Ai search on the other hand is a black box that may or may not do anything at all.