From Web Search to AI Search: A Comparative Analysis of Information-Seeking Behaviour in Traditional Search Engines and Conversational Systems Based on Large Language Models
AI search is changing how users seek information: instead of typing keywords and clicking through links, users increasingly ask complex questions and obtain direct answers on the results page. This shift, together with the rise of “zero-click search” and of chatbots based on Large Language Models (LLMs), is reshaping t...