Last week, after Google announced its massive overhaul of Search at I/O 2026, a woman was overheard on the phone saying she was switching to DuckDuckGo because you can "opt out of using AI." "Google just isn't Google anymore," she remarked. It turns out many others felt the same way, sparking a significant migration to the privacy-focused search engine.

Google's developer conference revealed that its search box would transform into a conversational engine that expands for longer queries, anticipates user intent, and autocompletes searches. Instead of returning a simple list of links, it will use AI Overviews to answer questions directly first. Additionally, a more seamless AI Mode allows users to ask follow-up questions within AI Overviews. While a Google spokesperson noted that AI Overviews have existed for two years and AI Mode is not the default, the backlash has been sharp. Critics argue it will kill the open web, surface inaccurate responses, and take away control from users who may not want to use AI. It also overcomplicates simple searches—just try Googling the word "disregard."

The Rise of DuckDuckGo

In response to Google's changes, many users have begun defecting to DuckDuckGo, a privacy-focused alternative that has historically struggled to break past Google's dominance. DuckDuckGo accounts for only about 2% of the U.S. search market. 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. Now, the tide appears to be turning.

"Google is force-feeding AI with no way to opt out," Weinberg said in a statement. "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." DuckDuckGo's U.S. app installs went up 18.1% week-over-week on average during the May 20 to May 25 period, compared to May 13 to May 18. The growth was sustained for six consecutive days and peaked at 30.5% on May 25. On iOS, growth was even higher, with week-over-week growth averaging 33%, peaking at 69.9%.

AI-Free Search Gains Traction

DuckDuckGo also reported that visits to its AI-free search page, noai.duckduckgo.com, averaged 22.7% week-over-week growth, peaking 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 noted that Google offers a web filter for those who want to see a list of blue links.) DuckDuckGo said the trend is stronger in the U.S. and that it continued to gain users over the Memorial Day weekend, a period when traffic usually dips.

Third-party data backs up the surge. App analytics company Apptopia found a 29% increase in average daily downloads in the U.S. and a 12% increase globally over the same period. The consistency of the data across multiple sources suggests a genuine shift in user behavior rather than a temporary anomaly.

DuckDuckGo's AI Approach: Choice and Privacy

While DuckDuckGo positions itself as a refuge from forced AI, it does offer its own AI product called Duck.ai. This free service does not require an account and 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 because 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.

"Not only do we respect user choice, but also user privacy," Weinberg said. "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, similar to Google's AI Overviews, and an AI Image Filter that removes AI-created images from search results. Kamyl Bazbaz, DuckDuckGo's chief communications and policy officer, noted that both AI features are among the company's most popular, despite the company's differing ethos. "People just want a choice," Bazbaz said.

Google, meanwhile, continues to defend its approach. A 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, the exodus to DuckDuckGo indicates a significant portion of users are uncomfortable with the direction of AI integration in search.

Historical Context and Market Implications

The search engine market has long been dominated by Google, which holds over 90% of global market share. DuckDuckGo has carved out a small but loyal niche by emphasizing privacy—it does not track users or personalize search results based on browsing history. The antitrust trial in 2023 highlighted the challenges competitors face in gaining visibility, as Google pays billions to be the default search engine on browsers like Safari and Firefox. The latest AI-driven changes may be the catalyst that finally shifts some user loyalty.

Experts in digital privacy and search technology argue that the backlash stems from a fundamental mismatch between Google's AI ambitions and user expectations. Many people use search for simple, quick answers, and AI Overviews can clutter the interface with lengthy, sometimes inaccurate responses. Furthermore, the sense of losing control over how search results are presented—and the opaque nature of AI algorithms—drives privacy-conscious users to alternatives.

DuckDuckGo's growth, while impressive in percentage terms, still represents a tiny fraction of the overall market. Yet the trend may signal a broader desire for more transparent and user-controlled search experiences. The company's approach of offering both AI-free and AI-powered options under a strict privacy policy could set a new standard for how search engines balance innovation and user trust.

As of late May 2026, DuckDuckGo continues to see elevated installation rates, and the company expects the trend to persist as more users become aware of their choices. For now, the search engine war is not just about links versus AI—it's about who controls the data and the experience. DuckDuckGo's bet is that many users will choose the option that puts them back in the driver's seat.

Source: TechCrunch News