KOSMIX, a well-financed Silicon Valley start-up, is often described on blogs and news sites as a search engine that may someday rival Google.

As flattering as that notion may sound, it rankles Venky Harinarayan and Anand Rajaraman, the co-founders of Kosmix. And that’s not because other start-ups making similar assertions have fallen laughably short of the mark. It’s because Kosmix is trying to do something that is quite different from traditional Web search.

“Search does what it does well, very well,” Mr. Harinarayan said. “I don’t think we can ever compete with that.” Kosmix, he said, is not about finding the best set of documents for a specific keyword or phrase. Instead, its goal is to “tell me more about something,” he said.

For a key word or topic that a user enters, Kosmix gathers content from across the Web to build a sort of multimedia encyclopedia entry on the fly. For many queries, the results are pretty satisfying and look as if they have been compiled by a human editor, not a computer.