It was once the popular face of the most revolutionary search engine on the net, but like most things of that day and age he simply failed to deliver.
Interactive Corp/IAC has finally announced that Ask Jeeves will be renamed Ask, and the butler figurehead will be pushed into a timely retirement.
In addition to the new look and tools, the site will try to differentiate itself from competitors by having fewer ads and editorial results displayed above advertisements, Ask.com executives say.
"We want to get the message out that Ask.com is a serious alternative to any search engine out there," said Daniel Read, vice president of consumer products at Ask.com.
The search engine, ranked fifth, has been revamping for several years. It promoted President Steve Berkowitz to chief executive in late 2003 and was acquired by Barry Diller's IAC/InterActive Corp. last year.
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