is a new AI search engine, but what about mistakes, data accuracy, and SEO?

authorCaryn Oram dateJanuary 23, 2023


There are several alternatives to Google when it comes to search engines, and is one of the latest additions to that selection. Originally launched in November 2021, the search engine has become a talking point again thanks to the recent implementation of a ChatGPT-like AI function on the platform.

The new search engine does several things differently from Google, and its selling point is primarily that it offers more personalised, customisable search parameters and better data privacy measures. On top of that, generates its search results from multiple sources including websites, YouTube videos, images, tweets, TikToks, Reddit and LinkedIn posts, Microsoft Bing, and so on. These different "categories" of results are grouped together, making it easy to select the type of information that best suits the user's search requirements. The interface is also different to what we are used to on other search engines, with results presented in a grid of tiles that separates the different search types. has now gone one step further by introducing YouChat, an AI component designed to help users find information more easily when searching. The new chatbot is similar to ChatGPT in its ability to answer complex questions intelligently and conversationally. However, users should be warned that despite its authoritative, knowledgeable manner, the chatbot can answer questions with factually incorrect information.

The same has been found with ChatGPT, indicating that although this new AI technology is a brilliant resource to utilise, it is still in its infancy and should not be blindly relied upon. There's even a note on's website; "This product is in beta and its accuracy may be limited. is not liable for content generated." That said, during tests, users found that YouChat was able to generate appropriate responses 80% of the time. 

With AI search engine technology like this steadily on the rise, businesses have to consider what it means for their online visibility. In an article about ChatGPT, we discuss that while keyword SEO strategies have proved time and again to be successful in Google-type search engines, the same cannot be said for or ChatGPT. With AI search engines that generate conversational responses, keywords are not going to carry as much weight as content. Here's why:

"As we know, Google will give you results based on rankings achieved with SEO strategy and keywords. With [], the results will be in the form of a human-like, conversational response. In order to feature in that response, your business's content needs to be as prominent as possible. Why? [] generates its responses based on how many times an item appears when it searches through information on the internet. This means that the more your content features online, the higher your chances of appearing in [results]."

A potential benefit of's interface is that it generates results from multiple sources across websites, social media platforms, YouTube, etc. This means that you have even better chances of featuring in search results. casts the net wider than what we are used to seeing with the likes of Google. Another factor businesses do need to consider in their approach to is how much a user can personalise their search parameters, and that paid ads are not so much of an option - organic traffic based on quality content is what will ultimately drive visibility on this type of platform.

There are many factors that businesses have to consider as we move into a new AI-backed digital era. Adaptability and entrepreneurship can make or break organisations facing changing times. At NEXA, we keep our finger firmly on the pulse, giving us the advantage of fresh strategies to offer businesses and giving our clients an edge over their competitors. Speak to us to find out how we can help your business move into this new space.