Even if there were some kind of AI search on the horizon that would completely dispense with the shitty, SEO-bolstered sites (the faux-web) Google, etc. would still find a way to post-process or bootstrap their ads into the results.
I wonder if it will be possible in the near future for a "collective" or "org" to hoist their own search engine paid for by donations. Something to complete a Wikipedia/Archive.org triumvirate and usher in Web 1.5.