In a strategic move aimed at reducing its dependence on tech giants like Google and Microsoft, Meta is reportedly working on creating its own search engine. This initiative, which has been underway for at least eight months, is primarily designed to support Meta’s chatbot, Meta AI, by providing it with a dedicated search infrastructure. By developing an in-house search solution, Meta aims to enhance the functionality of its AI and lessen its reliance on external search services from Google Search and Microsoft Bing.
Meta’s development of an independent search engine appears to stem from a series of challenges it has faced, particularly due to Apple’s privacy features. In 2021, Apple introduced App Tracking Transparency (ATT), which significantly impacted Meta's advertising business. ATT allows iOS users to opt out of tracking, which in turn affects Meta’s ability to deliver personalized ads, leading to a substantial drop in revenue. The company has estimated that this privacy feature could cost it over $10 billion in annual advertising revenue.
In response to these challenges, Meta has been seeking ways to reduce its vulnerability to policies and technologies controlled by other companies. CEO Mark Zuckerberg’s push for self-sufficiency within Meta reflects a broader strategy to establish greater independence from competitors in the tech industry, including major players like Apple, Google, and Microsoft.
To support its new search engine initiative, Meta has been building a web indexing system, which serves as the foundation for any search engine. A web indexing system gathers data from across the internet and organizes it, making it accessible and searchable within the framework of Meta’s AI. This web indexing technology was publicly revealed earlier this year, although Meta framed it as a tool for “training AI models or improving products” without specifying that it was intended for an independent search engine.
This development hints at Meta’s broader ambitions to create a search system that is custom-designed for AI applications, allowing Meta AI to retrieve information directly, bypassing traditional search engines. Such a system could make Meta’s chatbot more efficient and capable of sourcing information independently.
The primary purpose of Meta’s search engine is to enhance its chatbot, Meta AI, by equipping it with a robust search capability. Meta AI is an advanced chatbot that relies heavily on access to diverse sources of information to deliver accurate and relevant responses to user queries. By providing Meta AI with its own search engine, Meta can ensure greater control over the information accessed by the chatbot, improving its performance and accuracy.
Furthermore, integrating a search engine into Meta AI means that the chatbot can respond faster to user queries and deliver richer, more detailed answers. This integration aligns with Meta’s goal of creating a more autonomous, powerful AI system that does not rely on Google Search or Microsoft Bing, offering an alternative for users within the Meta ecosystem.
Xueyuan Su, a senior engineering manager at Meta, is reportedly leading the development of this new search engine. Under Su’s leadership, the project aims to create a tool that can serve both as a foundational component for Meta’s AI-driven initiatives and as a potential alternative to other search services. The development of a proprietary search engine may allow Meta to enhance its competitive position by offering a unique, fully integrated AI experience across its platforms.
While Meta has not shared specific timelines for the release of its search engine, the company’s investment in AI and machine learning capabilities suggests that it views this project as a priority. Additionally, Meta’s work on this search engine could pave the way for further advancements in its AI technology, creating a seamless experience across its platforms and services.
The impact of Apple’s App Tracking Transparency (ATT) feature has been profound for Meta. With ATT limiting Meta’s ability to track user activity on iOS devices, the company has faced significant revenue losses due to reduced advertising capabilities. These changes appear to have catalyzed Meta’s shift toward self-sufficiency and a renewed focus on building its own technologies rather than relying on third-party services.
Developing an independent search engine is just one of Meta’s strategies for regaining control over its data ecosystem. By minimizing its reliance on external services, Meta is working to create a more self-sustained infrastructure, which could shield it from future changes in policies or technologies imposed by competitors like Google, Microsoft, or Apple.
Despite the challenges Meta has faced, its AI technology is showing promising growth. According to CEO Mark Zuckerberg, Meta AI has already achieved over 185 million weekly active users and 400 million monthly users. These figures are particularly impressive given that Meta AI has not yet been launched in key markets like the UK, Brazil, and the European Union, where additional growth is anticipated once the service becomes available.
In comparison, OpenAI’s ChatGPT currently has around 250 million weekly users, highlighting the rapid growth and popularity of Meta’s AI tools. These statistics suggest that Meta’s investments in AI are starting to pay off, giving it a strong position in the rapidly evolving AI market.
The development of an in-house search engine could have far-reaching implications for Meta and the broader tech industry. For Meta, this move could mean greater control over its own ecosystem, allowing the company to create a more cohesive and integrated experience for users. Additionally, by reducing its reliance on Google and Microsoft, Meta could lower its exposure to potential conflicts or disruptions related to third-party services.
On a broader scale, Meta’s shift toward a proprietary search engine reflects a trend among major tech companies to establish their own infrastructures, potentially leading to more competition in the search engine market. This increased competition could foster innovation and provide users with new choices, particularly as companies like Meta continue to develop AI-driven technologies that cater to different needs and preferences.
As Meta continues to expand its AI capabilities, its efforts to build an independent search engine signal a strategic commitment to innovation and resilience in the face of industry challenges. Through these efforts, Meta is positioning itself as a significant player in the AI and search sectors, with potential benefits for both its user base and the company’s long-term growth trajectory.