“AI is not the end of search, but an extension”… Media Management Association discusses the future of AI search

At the Korean Media Management Association's 2026 Spring Regular Academic Conference, a special session titled 'AI Innovation and the Future of Search Services' convened, sparking vital discussions about the evolving landscape of information discovery. While the proliferation of generative AI has fueled speculation about the decline of traditional search engines, our academic community is exploring a more nuanced perspective: AI as an enhancer, not an eliminator, of search functionality.

Professor Kim Kyung-oe of Yonsei University's Department of Convergence Humanities and Social Sciences presented findings suggesting that generative AI is not rendering search obsolete. Instead, it is emerging as a crucial interface technology, assisting users in understanding, comparing, and verifying vast amounts of search results. This perspective highlights how AI is actively expanding the role and value of search, moving beyond simple information retrieval.

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Generative AI is not eliminating the need for search, but rather establishing itself as an interface technology that helps understand, compare, and verify vast search results.

From our vantage point in South Korea, this discussion is particularly pertinent. We are at the forefront of technological adoption, and understanding how AI integrates with core digital tools like search engines is critical for our industries and daily lives. The concept of 'hybrid search'—where AI-powered search engines not only locate information but also comprehend user queries, verify data, and even assist in task execution—represents a significant leap forward. This evolution promises a more intelligent and efficient way to interact with digital information, a development that resonates deeply with our nation's drive for technological advancement and innovation.

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It is rather expanding the role and value of search.