The iconic mascot of Ask.com, Jeeves the butler, will be retired from the site at the end of the month.
The decision was taken in September of last year, but the search engine's bosses left him in place to monitor users reactions. Jeeves was originally intended to add a friendlier feel to the search engine.
Since his debut in 1996, Jeeves has become somewhat of an internet icon, but after the purchase of Ask.com by IAC/InterActive the butler's position has been in jeopardy.
Ask.com's rebranding co-incides with rival search engines making some changes of their own, offering extra services such as news and email.
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