DuckDuckGo No-AI: Chrome and Firefox Extensions and Growth

The context: why DuckDuckGo is growing right now

In the first half of 2026, DuckDuckGo recorded significant organic traffic growth. The alternative search engine has long built its identity around privacy. However, the recent wave of generative AI in search results has accelerated a new phenomenon. An increasingly broad segment of users — not just techies or activists — is actively seeking alternatives to search engines that integrate automated responses.

Therefore, DuckDuckGo seized the moment. As reported by TechCrunch June 1, 2026, the engine launched native browser extensions for Chrome and Firefox. These extensions allow you to set DuckDuckGo as your default search engine with a single click. This drastically lowers the barrier to adoption.

Furthermore, the timing is not coincidental. Google has integrated its AI Overviews into organic results. Bing has done the same with Copilot. As a result, those looking for traditional results—links, snippets, verifiable sources—must now make an active effort to find them. DuckDuckGo positions itself as the natural answer to this need.

What concretely changes for those searching online

The new extensions don't just set the default engine. They also offer quick access to the no-AI search mode. This way, the user can explicitly choose to see only classic organic results. This functionality was already available on DuckDuckGo, but it required manual steps.

In particular, the Chrome extension is significant. Chrome holds over 65% of the global browser market share, according to the data StatCounter. So, making adoption easier on Chrome potentially means reaching millions of new users. Firefox, on the other hand, has a more technical and privacy-oriented user base. Additionally, both extensions include tracker-blocking features.

Nevertheless, it is important not to overestimate its immediate impact. DuckDuckGo remains a niche search engine compared to Google. However, the direction of the trend is clear. According to recent research by Pew Research Center, concerns about online privacy are steadily growing among European users.

The signal for Italian B2B SMEs: don't ignore this channel

Italian SMEs tend to allocate nearly their entire SEO budget to Google. This is a rational choice. Google dominates the Italian market, accounting for over 90% of searches. However, it is becoming increasingly important to consider diversifying acquisition channels.

In fact, DuckDuckGo doesn’t require a separate SEO strategy. The search engine indexes the same web pages as Bing, from which it derives most of its results. Therefore, anyone who has already optimized their site for Bing—or, more generally, for standard technical SEO principles—is already partially visible on DuckDuckGo. The additional work is minimal.

Similarly, SMEs operating in sectors where confidentiality is a perceived value—law firms, financial consulting, B2B healthcare, manufacturing with sensitive IP—can use their presence on DuckDuckGo as a communication talking point. For example, indicating on your website that you are optimized for privacy-first search engines is a signal of value alignment towards clients. We at SHM Studio We call it privacy-first positioning.

What the competitors aren't doing yet

The Italian SEO agency market is still almost entirely focused on Google. This creates a time window. Those who optimize today for alternative search engines — DuckDuckGo, Brave Search, Ecosia — occupy spaces that are still not heavily contested. As a result, the cost to rank is lower compared to saturated channels.

Beyond this, there's a reputational advantage. Companies that communicate a privacy-conscious digital strategy differentiate themselves credibly. This is especially true in B2B, where trust is a critical factor in the sales cycle. Therefore, investing in visibility on DuckDuckGo isn't just a technical choice. It's also a brand positioning choice.

To learn more about how to build a multi-search-engine SEO strategy, you can explore our SEO services and the activities of SEO copywriting focused on content quality. Both levers are fundamental for performing on search engines that prioritize textual relevance over behavioral signals.

Operational implications: what to do in the coming weeks

First, it's helpful to check your current visibility on DuckDuckGo. Simply perform some key searches related to your industry and observe if your site appears in the results. Afterwards, you can analyze the technical structure of your site with tools compatible with Bing Webmaster Tools, which powers DuckDuckGo.

In addition, it is advisable to review your link-building strategy. DuckDuckGo values backlinks from authoritative sources, much like Bing. Therefore, a strategy that digital marketing oriented towards building domain authority produces positive effects on multiple search engines simultaneously.

Finally, it is worth considering the inclusion of privacy-first messages in communication campaigns. For example, in LinkedIn campaign directed at B2B decision-makers, highlighting your focus on data protection can increase engagement rates. Similarly, in Google Ads campaigns, privacy messages show higher conversion rates in some verticals.

Prospects: Where the Research Market Will Go by 2027

The online search landscape is undergoing a structural redefinition. Google continues to dominate, but European regulatory pressure—particularly the Digital Markets Act—is opening up space for alternative engines. According to an analysis by Gartner, By 2027, a significant portion of B2B searches will occur on non-Google platforms.

In this scenario, DuckDuckGo is well-positioned. It has a recognizable brand, a clear value proposition, and now more accessible adoption tools. Therefore, ignoring it in your SEO strategy is an increasingly indefensible choice.

For Italian SMEs, the message is practical. It's not about abandoning Google. It's about not losing a growing channel that requires marginal investment compared to potential benefits. Those who want to explore how to integrate this perspective into their digital strategy can contact our team via the Contact Us to further our solutions in the section AI and Digital Innovation. Further information is also available in the SHM Studio Blog.