What comes after search and who will win the race?

The $20 trillion question in the age of AI is how the entire open architecture of the web will be re-architected. The top of the funnel is up for grabs and all the dollars will be redistributed. Google is well positioned to claim its share, but it will have to fight off the cannibalization of core search. The future of search will be based on building conversational UI and the race to intimacy. People will want segregated relationships with different service providers for privacy and control. Each individual may become a server, controlling their own data and interactions across multiple service providers. Users will have the option to rent their data to services and maintain control over its usage. The future of search will be a combination of working with different agents for specialized assistance and leveraging general intelligence for horizontal knowledge. The web is moving towards knowledge extraction and intelligent agents, shifting away from the traditional model of web pages and advertising. The value on the web will be based on extracting knowledge and providing personalized experiences. While search as we know it may change, there will still be clicks and the race to redefine search is ongoing.