OpenAI’s AI-powered SearchGPT is set to challenge Google’s web search dominance

OpenAI has thrown down the gauntlet to search giants like Google and Bing with the launch of its AI-powered search engine, SearchGPT.

Currently, in testing with a small group of users and publishers, SearchGPT combines the advanced conversational abilities of OpenAI’s large language models with real-time web data to provide “fast, accurate answers complete with clear and relevant sources.”

“Getting answers on the web can take a lot of effort,” OpenAI said in a statement. “We believe that by enhancing the conversational capabilities of our models with real-time information from the web, finding what you’re looking for can be faster and easier,” the statement added.

OpenAI’s entry into the search market presents a significant challenge to traditional search giants including Google and Bing, as well as for AI-enabled chatbots such as Perplexity.

Microsoft is already using OpenAI’s tools to add AI-driven capabilities to its search. Google also announced similar features for its search engine in May.

However, unlike conventional search engines, which often require users to sift through multiple pages of results, SearchGPT claims to “respond to your questions with up-to-date information from the web while giving you clear links to relevant sources.”

“Google’s empire hinges on search but lacks a cleaner, contextual, and conversational experience,” said Neil Shah, VP for research and partner at Counterpoint Research. “This is where OpenAI could turn the industry upside down with growing usage and making SearchGPT the cornerstone for their future GPT models.”

This approach not only simplifies the search process but also enhances user engagement with content publishers, the statement added.

According to OpenAI users can ask follow-up questions, similar to a natural dialogue, with SearchGPT continuously building upon the context of their search.

“ChatGPT ushered in a paradigm shift from passive ‘search’ to active ‘seek’, revolutionizing how we interact with information,” said Prabhu Ram, VP for Industry Research Group at CyberMedia Research. “SearchGPT is OpenAI’s strategic next step, capitalizing on consumer enthusiasm for conversational AI and challenging industry giants like Google and emerging competitors like Perplexity.”

The potential impact extends beyond traditional search engines. For ChatGPT competitors, SearchGPT represents a significant step forward in AI-powered information retrieval. By integrating real-time web information with its existing capabilities, OpenAI could further solidify its position in the conversational AI landscape.

Addressing publishers’ concerns

One of the areas OpenAI’s SearchGPT has tried to address is how content from various publishers is acquired and used and whether due credit has been given to content creators by the LLM model.

“For decades, search has been a foundational way for publishers and creators to reach users,” the statement added. “SearchGPT is designed to help users connect with publishers by prominently citing and linking to them in searches.”

“While SearchGPT has emphasized content licensing agreements, it will be intriguing to observe how it addresses legal or ethical challenges around content usage — issues that have notably affected Perplexity AI,” said Ram.

OpenAI has been accused of copyright violations by multiple leading global publications and a few publications have claimed millions of their articles were used to train ChatGPT without their permission. In June this year, Forbes accused Perplexity of using its proprietary content without seeking permission or giving due credit.

OpenAI has vowed not to repeat its mistakes and said it would “strive to maintain a healthy ecosystem for publishers and creators.” It would prominently display sources alongside search results, ensuring transparency and crediting the origin of information.

Additionally, publishers will now be able to manage how their content appears within SearchGPT, empowering them to have control over their online presence in this new search paradigm.

“We’re using AI to enhance this experience by highlighting high-quality content in a conversational interface with multiple opportunities for users to engage,” OpenAI added in the statement.

This focus on user experience and publisher control could contribute to a more diverse and dynamic search landscape.

“One thing I liked about Search GPT’s approach is they are trying to connect publishers and the readers and giving them more control on how they want to manage and showcase their content,” Shah said. “So, this is a great approach from OpenAI to empower publishers while they can remain autonomous but discoverable in a way they want to.”

It’s a big threat to Google’s business model,” he added.

However, not all publishers seem to be amused with the new search engine. “Given OpenAI’s reputation I don’t see content creators benefit much,” said Varun Krishnan, founder of Fone Arena, a technology publication based in India. “Both OpenAI and Perplexity have been accused of featuring the work of publishers without due credits. I wish they cite the source and give due credits to publishers as promised.”

Another area of concern is how publishers and content creators are going to recalibrate their content optimization going forward.

“From a content discovery point of view all content creators including those selling products and services have optimized their web presences for search engines,” said Faisal Kawoosa, founder and chief analyst at Techarc. “So, the SearchGPT will have to educate all of us on how it will be different.”