DuckDuckGo no-AI: Chrome and Firefox extensions and growth

The background: why DuckDuckGo is growing right now

In the first half of 2026, DuckDuckGo saw 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. A growing segment of users — not just techies or activists — are actively seeking alternatives to search engines that integrate automated answers.

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

Furthermore, the timing is no coincidence. 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 changes practically for those who search online

The new extensions don't just set the default engine. They also offer quick access to the AI-free search mode. So, the user can explicitly choose to see only classic organic results. This feature 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 data StatCounter . Therefore, making adoption easier on Chrome means potentially reaching millions of new users. Firefox, on the other hand, has a more technical and already privacy-oriented user base. Also, both extensions include tracker-blocking features.

Despite this, it's important not to overestimate the immediate impact. DuckDuckGo remains a niche engine compared to Google. However, the direction of the trend is unequivocal. According to recent research from Pew Research Center , online privacy concerns are steadily growing among European users.

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

Italian SMEs tend to focus their SEO budget almost entirely on Google. This choice is rational. Google dominates the Italian market with over 90% of searches. However, thinking in terms of diversifying acquisition channels is increasingly relevant.

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

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 point. For example, indicating on your website that you are optimized for privacy-first search engines is a signal of value consistency towards customers. We at SHM Studio we call it privacy-first positioning.

What competitors are not 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 largely uncontested. Consequently, the cost to rank is lower compared to saturated channels.

Beyond this, there's a reputation 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. So, 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-engine SEO strategy, you can explore our SEO services and the activities of SEO copywriting focused on content quality. Both levers are crucial to performing well on search engines that prioritize textual relevance over behavioral signals.

Actionable implications: what to do in the coming weeks

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

Furthermore, it is advisable to review your link-building strategy. DuckDuckGo values backlinks from authoritative sources, much like Bing. Therefore, a strategy of Digital marketing oriented toward building domain authority yields positive effects across multiple search engines at the same time.

Finally, it is worth considering the integration of privacy-first messaging in your communication campaigns. For instance, in LinkedIn campaigns aimed at B2B decision-makers, highlighting your focus on data protection can boost engagement rates. Similarly, in google ads campaigns , privacy messaging shows higher conversion rates in certain verticals.

Outlook: where the search market is heading by 2027

The online search landscape is undergoing a structural reshaping. 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 share of B2B searches will happen 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 missing out on 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 page or explore our solutions in the section AI and digital innovation . Further insights are also available in the SHM Studio blog .