#137 - Only Three Search Engines Left Standing: One of Them Powers Your AI with JP Schmetz // Chief of Ads @ Brave
alphalist.CTO Podcast - For CTOs and Technical LeadersShow Notes
Most people assume the web runs on Google. The reality is more concentrated: only three companies on earth operate truly independent search indices — Google, Bing, and Brave. Jean-Paul Schmetz helped build one of them.
In this episode, Jean-Paul traces the arc from writing appointment software in a Belgian Radio Shack in 1981, through founding and selling Clix — a European search engine backed by Burda — to his current role as Chief of Ads at Brave, where he now sells search infrastructure to the AI companies that need it most.
For CTOs, this is a rare look inside an infrastructure layer most take for granted: how search indices are actually built, why it takes decades and hundreds of millions to do it properly, and why the entire AI grounding market quietly runs on infrastructure a small group of engineers spent their careers building. Topics covered:
- Why only Google, Bing, and Brave have truly independent global search indices - How AI companies use search grounding — and what happens when Google and Bing cut them off - The SERP API gray market and why it probably has a two-year shelf life - What it actually costs to crawl and index the web at scale - The advertising model that will eventually come to AI — and why it's inevitable - Jean-Paul's Stanford years: machine learning with Andrew Ng, and what was obvious in 2013 that took until 2022 to matter - Build vs. buy for search infrastructure in 2025
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Sponsored by Blocks: Save at least 20% on your AWS costs with AI-powered optimization and enterprise discounts. Get your free Cloud Check at https://blocks.cloud/alphalist?utm_source=alphalist&utm_medium=podcast&utm_campaign=blocks-podcast-2026