The new ‘SearchGPT’ (prototype) AI search feature which OpenAI plans to eventually integrate directly into ChatGPT is being seen by some as the future of search and a potential challenger to Google Search. 

What Is SearchGPT? 

At present, OpenAI (the makers of ChatGPT) describes the prototype version of SearchGPT, which is currently being tested in the US, as “new search features designed to combine the strength of our AI models with information from the web to give you fast and timely answers with clear and relevant sources”. In essence, OpenAI says the new tool is a better way of “finding what you’re looking for” than the multiple attempts required to get relevant results using normal search engines and “can be faster and easier”. 

What’s So Different About It? 

Although Google and Microsoft have already integrated AI into their search engines, what’s different about SearchGPT is: 

– It’s designed to rapidly “give you an answer” i.e., a clear answer to a question rather than a huge list of links (although it also gives attribution links to relevant sources, which OpenAI says help users connect with publishers). 

– It responds to users’ questions with up-to-date information from the web. 

– Users can ask follow-up questions (as they would in a conversation with a person) with the shared context building with each query (as it does with ChatGPT conversations). 

The Future of Internet Search? 

As illustrated by OpenAI quoting Nicholas Thompson (CEO of The Atlantic) on its website saying, “AI search is going to become one of the key ways that people navigate the internet”, many think that AI chatbots are the future of search and could soon be challenging the likes of Google. 

Really? 

It seems, however, with SearchGPT still being tested and Google having an absolutely dominant 90 per cent of the market globally, taking serious amounts of market share away from Google is still some way off. 

Concerns and An Early Setback 

It seems even less likely that Google will have much to worry about in the immediate future given that (in a way reminiscent of Google’s Bard – since renamed as Gemini) giving incorrect information about space telescopes in its live introductory video, SearchGPT has made its own early gaffe. Unfortunately, in a prerecorded video showcasing SearchGPT, it gave incorrect information about the dates of the Appalachian Summer Festival in Boone, North Carolina.  Not only is this likely to undermine its promise and damage trust in its much-trumpeted abilities, it looks likely to delay its introduction while issues are ironed it. The gaffe may also strengthen the belief that answers from generative AI (as many of us will have experienced) can’t yet be fully trusted due to the proliferation of ‘AI hallucinations’ and errors.  

That said (and despite this setback) with more people using chatbots like ChatGPT daily, it does seem plausible that chatbots could soon become more of a ‘one-stop-shop’ for various requests, including search. Leading search engines, such as Google may be therefore justified in keeping a close eye on features like SearchGPT and should perhaps concentrate on their own versions, e.g. a search feature for Google’s Gemini. For example, Google has already developed new AI-based search features like AI Overviews (AI-generated summaries at the top of the search results) and ‘Circle to Search’ which uses advanced image recognition and search capabilities. 

Other Concerns 

Other concerns about AI taking over search include environmental worries because AI causes data centres to need more power and cooling, and offering conversational paragraphs (rather than just showing users’ links) has worried news companies that rely on search traffic for audiences and revenue. 

Partnering With Publishers Too 

OpenAI says that in addition to launching the SearchGPT prototype, it’s also launching “a way for publishers to manage how they appear in SearchGPT, so publishers have more choices”. OpenAI says this will give publishers more autonomy and flexibility in managing their content’s presence on the platform. For OpenAI, however, this looks likely to be another monetisation / revenue opportunity, e.g. offering premium features or services to publishers. 

What Does This Mean For Your Business? 

The introduction of SearchGPT by OpenAI signifies a potential shift in the search landscape that could impact several key players. For OpenAI, the successful integration of SearchGPT into ChatGPT would position it as a formidable competitor to Google Search, offering users a streamlined, conversational search experience that promises quick, relevant answers instead of overwhelming lists of links. This could potentially disrupt the traditional search market, where Google currently holds a dominant 90 per cent share. 

For Google and other traditional search engines, SearchGPT represents both a challenge and a catalyst for innovation. Google’s development of AI-based search features like ‘AI Overviews’ and ‘Circle to Search’ shows a recognition of the need to evolve and stay ahead in a rapidly changing market. While Google’s dominance provides some buffer, the emergence of effective AI-driven search tools means that constant innovation will be essential to maintain its leadership position. 

Advertisers may also need to adapt their strategies to leverage the new search dynamics introduced by AI. The focus on providing quick answers and engaging users in a conversational manner could change how advertisements are presented and how user engagement is measured. Companies will need to stay agile and explore new advertising models that align with AI-driven search behaviours. 

Publishers and media companies (who are reportedly collaborating with OpenAI) might find new opportunities in this evolving search environment. The ability to manage content presence on SearchGPT could offer more control and potentially new revenue streams, especially if OpenAI provides premium features or services. However, the challenge will be to ensure that AI-driven answers do not erode traffic to their sites, which is vital for their ad revenue and audience retention. 

For businesses and individuals seeking efficient ways to find information online, SearchGPT could offer a more intuitive and faster search experience. The ability to ask follow-up questions and receive contextual answers could enhance user satisfaction and productivity. However, as with any new technology, the initial accuracy and reliability of AI responses will be crucial. It looks as though businesses will still need to be careful about verifying information obtained through AI search to avoid inaccuracies and AI hallucinations. 

In summary then, the advent of SearchGPT could herald significant changes in how search engines function and how users interact with online information. For OpenAI, it presents a promising avenue to challenge established players like Google and make some extra revenue.