In the era of search wars fought between giants, it’s tough to be small. Berlin-based Ecosia offers a search engine for the climate-conscious, promising to be carbon-negative by investing all of its profits into planting trees—more than 180 million of them since it launched in 2009. It’s not likely to topple Google, but it has won a stable clientele of around 20 million users with that green branding and by repackaging search results from Microsoft’s Bing. But after a decade of little change in the search business, everything is now in flux, thanks to generative AI. “I’ve never seen so much change in the market as in the last
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