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Understanding how AI-enhanced search applications navigate digital grey zones in Sweden

Söderström, Kristofer Rolf LU orcid and Sundin, Olof LU orcid (2025) In First Monday 30(9).
Abstract
AI-enhanced search applications are evolving rapidly, promising to answer complex queries with simple answers, but this creates new challenges on how users evaluate the information presented to them. This study investigates how four AI-enhanced search applications (ChatGPT, Gemini, Copilot and You.com) respond to questions about erectile dysfunction drugs in Sweden, which risks creating digital grey zone markets in the search results. By analysing the conversations and application interfaces, the study finds two different methods for integrating search and AI: search-first and AI-first. Search-first methods often reflect or enhance the issues from search engine results, while AI-first methods, although better at handling nuance, would... (More)
AI-enhanced search applications are evolving rapidly, promising to answer complex queries with simple answers, but this creates new challenges on how users evaluate the information presented to them. This study investigates how four AI-enhanced search applications (ChatGPT, Gemini, Copilot and You.com) respond to questions about erectile dysfunction drugs in Sweden, which risks creating digital grey zone markets in the search results. By analysing the conversations and application interfaces, the study finds two different methods for integrating search and AI: search-first and AI-first. Search-first methods often reflect or enhance the issues from search engine results, while AI-first methods, although better at handling nuance, would often refuse to respond in a helpful manner due to moderation. Surprisingly, more advanced language models did not always deliver better results; instead, application design choices appeared to influence how they handle real-world and sensitive scenarios. The findings have implications for media literacy, application auditing practices and the development of AI search applications. (Less)
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
search engines, generative AI
in
First Monday
volume
30
issue
9
pages
34 pages
publisher
First Monday
external identifiers
  • scopus:105018704705
ISSN
1396-0466
DOI
10.5210/fm.v30i9.13741
project
Why do we choose the Internet instead of the doctor next door? The Internet as a site for medicines in grey zones.
language
English
LU publication?
yes
id
4e1d853e-2ebb-4b90-83bf-4de9f5c3b36b
date added to LUP
2025-09-19 08:58:24
date last changed
2025-11-08 04:00:27
@article{4e1d853e-2ebb-4b90-83bf-4de9f5c3b36b,
  abstract     = {{AI-enhanced search applications are evolving rapidly, promising to answer complex queries with simple answers, but this creates new challenges on how users evaluate the information presented to them. This study investigates how four AI-enhanced search applications (ChatGPT, Gemini, Copilot and You.com) respond to questions about erectile dysfunction drugs in Sweden, which risks creating digital grey zone markets in the search results. By analysing the conversations and application interfaces, the study finds two different methods for integrating search and AI: search-first and AI-first. Search-first methods often reflect or enhance the issues from search engine results, while AI-first methods, although better at handling nuance, would often refuse to respond in a helpful manner due to moderation. Surprisingly, more advanced language models did not always deliver better results; instead, application design choices appeared to influence how they handle real-world and sensitive scenarios. The findings have implications for media literacy, application auditing practices and the development of AI search applications.}},
  author       = {{Söderström, Kristofer Rolf and Sundin, Olof}},
  issn         = {{1396-0466}},
  keywords     = {{search engines; generative AI}},
  language     = {{eng}},
  number       = {{9}},
  publisher    = {{First Monday}},
  series       = {{First Monday}},
  title        = {{Understanding how AI-enhanced search applications navigate digital grey zones in Sweden}},
  url          = {{http://dx.doi.org/10.5210/fm.v30i9.13741}},
  doi          = {{10.5210/fm.v30i9.13741}},
  volume       = {{30}},
  year         = {{2025}},
}