In this insight, we look at how OpenAI’s new ChatGPT Search aims to redefine online search by challenging Google’s dominance, with both tech giants racing to enhance user experiences through innovative AI features.
ChatGPT Search Launched
The search landscape has long been dominated by Google. However, with the October 2024 launch of ChatGPT Search, OpenAI has clearly entered the search market, promising to upend the way we find and interact with information online.
Uses a Blend of Conversational AI with Data Retrieval
ChatGPT Search, integrated directly into OpenAI’s ChatGPT platform, marks a significant evolution from traditional search engines by blending conversational AI with dynamic, real-time data retrieval. Offering timely answers drawn from various web sources, the new search function introduces what OpenAI describes as a more intuitive, engaging way for users to gather information, perhaps challenging Google’s stronghold with a model that focuses on usability, accuracy, and a distinctly human-like interaction.
What Is ChatGPT Search and How Does It Work?
ChatGPT Search builds on the SearchGPT prototype OpenAI introduced earlier in 2024, introducing a natural-language-based search interface designed to provide rapid, precise answers accompanied by links to relevant sources. According to OpenAI, this tool harnesses the strengths of its advanced GPT-4o model, fine-tuned with synthetic data and optimised to source information from both third-party search providers and direct partnerships with news and data providers.
For users, this means that rather than combing through countless results, they can simply ask ChatGPT their query in a conversational manner. ChatGPT then retrieves real-time information, such as sports scores, stock prices, or breaking news, and responds with a summary accompanied by links for further reading. By integrating search within the ChatGPT experience, OpenAI seeks to make online information more accessible and engaging for users. As OpenAI states, “Getting useful answers on the web can take a lot of effort… Now, chat can get you to a better answer.”
Pam Wasserstein, President of Vox Media (a prominent American mass media company), is quoted on the OpenAI website praising ChatGPT Search’s approach, saying, “ChatGPT search promises to better highlight and attribute information from trustworthy news sources, benefiting audiences while expanding the reach of publishers like ourselves who produce premium journalism.” OpenAI is keen to get the message (and perhaps establish a contrast between it and Google search) across that ChatGPT Search goes beyond simply answering questions – it aims to connect users with high-quality, verified content.
Who Can Access ChatGPT Search?
Initially, ChatGPT Search was made available to ChatGPT Plus and Team subscribers on October 31, 2024, accessible through OpenAI’s website and mobile apps. Enterprise and educational users can expect access within weeks of the launch, with a broader rollout to all free users planned over the coming months. A browser extension also enables users to set ChatGPT Search as their default search tool on Chrome, further embedding it into users’ daily online activities.
It’s Integrated into the Normal ChatGPT Interface – You’re Using It Anyway
ChatGPT Search is integrated directly into ChatGPT’s regular interface, so users can now interact with it as part of their usual experience with ChatGPT. This means that when you ask questions in ChatGPT, it will now search the web and retrieve up-to-date information if needed, providing responses with relevant, timely data and links to sources.
For users, this integration is seamless. ChatGPT decides to pull in web search results automatically based on the question, but users also have the option to trigger web search manually by selecting the web search icon. This design allows ChatGPT Search to feel like an extension of ChatGPT’s standard capabilities rather than a separate function, meaning users benefit from it naturally while interacting as they usually would.
Removing Traditional Search Barriers
This integration also essentially changes how web searches are done – by removing the barriers of traditional search engine interfaces, and instead inviting users to have a more interactive, evolving discussion that yields targeted results without overwhelming them with pages of unrelated links.
Features and Benefits for Users
The primary benefit of ChatGPT Search lies in its integration of AI-powered conversation with up-to-the-minute web information. Whether users need the latest election results, the current weather, or trending stock information, ChatGPT can draw from multiple sources to provide concise, accurate summaries. It even includes a ‘Sources’ button beneath each response, allowing users to view detailed references and dig deeper if desired. This transparency fosters a more accountable, user-centric approach to search.
As part of its focus on real-time data, ChatGPT Search partners with a range of reputable news outlets and data providers. This should mean that users can trust that the information they receive is accurate, current, and attributed to reliable sources, thereby also helping to tackle the previous main problems the dogged ChatGPT – its ‘AI hallucinations’ / occasionally giving false information which led users to mistrust it and needing to verify key details. OpenAI has highlighted this news partnership by quoting Louis Dreyfus, CEO of Le Monde, on the OpenAI website, who said about ChatGPT Search: “We are convinced that AI search will be, in a near future and for the next generations, a primary way to access information, and partnering with OpenAI positions Le Monde at the forefront of this shift.”
Another feature that distinguishes ChatGPT Search is its continuous evolution based on user feedback. Drawing insights from the initial SearchGPT prototype, OpenAI has already identified and prioritised improvements in areas like shopping and travel recommendations. Also, the newest o1 “reasoning” models enable more in-depth research capabilities, allowing ChatGPT Search to go beyond factual retrieval and incorporate analytical insights.
OpenAI also plans to expand ChatGPT Search’s reach across multiple platforms and functionalities, including Advanced Voice and canvas modes, enhancing accessibility for users who prefer voice interactions or visual content.
Google Responds with New AI-Driven Features in Maps
In what looks like a response to ChatGPT Search’s launch, Google has announced a series of AI-powered updates to its Maps platform. These enhancements focus on improving navigation, making trip planning more intuitive, and providing users with enriched, contextually relevant information on the go.
The standout feature, Immersive View for Routes, transforms how users plan trips, whether by car, bike, or on foot. Using AI to stitch together billions of Street View and aerial images, Immersive View offers a realistic, step-by-step preview of entire journeys. Users can view potential routes in a multidimensional format, complete with real-time traffic and weather simulations. This enables users to anticipate conditions and make better decisions about when to travel, optimising both efficiency and safety.
“Say you want to bike along the water to the Palace of Fine Arts in San Francisco. Just request cycling directions, then tap the Immersive View preview to see your route in a stunning, multidimensional view from start to finish,” Google explained in a recent blog post. This feature, which rolled out in late October 2024, is now available across major cities, including London, Tokyo, and New York, with plans for further expansion.
Another key feature, Lens in Maps, provides augmented reality capabilities to help users navigate unfamiliar environments. Designed to aid orientation, Lens in Maps leverages AI and augmented reality to display nearby points of interest, such as ATMs, restaurants, and transit stations. The Lens icon in Maps’ search bar unlocks this feature, making it simpler for users to acclimate to new areas, which may prove to be an invaluable tool for travellers and city-dwellers alike. In its latest expansion, Lens in Maps is available in over 50 cities globally.
For electric vehicle (EV) drivers, Google has enhanced its EV charging information within Maps, alleviating common “charging anxiety.” Now, EV users can view charger compatibility with their vehicles and find details on charging speeds, providing a seamless, informative experience that minimises wasted time and energy. As EV infrastructure continues to grow, this update positions Google Maps as a vital resource for sustainable travel, further solidifying its place as a go-to app for daily navigation.
The Future of Search – OpenAI vs Google
With ChatGPT Search’s launch, OpenAI has set a new precedent for search, offering a more conversational, user-centric experience. It’s clear that Google recognises the challenge and has introduced a suite of AI-based enhancements that emphasise visual engagement and real-time data. It should also be noted here that in response to the evolving search landscape, Google has already introduced several AI-driven enhancements to its search capabilities anyway, aiming to provide users with more intuitive and informative experiences. For example, a notable development is the integration of AI Overviews, which offer concise, AI-generated summaries at the top of search results, distilling information from various sources to present key insights efficiently.
What Does This Mean for Your Business?
The arrival of ChatGPT Search marks a new chapter in the ongoing competition between Google and OpenAI, one that has the potential to reshape the search market and redefine how users interact with digital information. Unlike traditional search engines, ChatGPT Search leverages conversational AI, offering users a more interactive and dynamic approach to information retrieval. For business users, this shift could be profound. ChatGPT’s ability to interpret context, generate relevant summaries, and provide conversational responses presents a tool which goes beyond keyword-based searches, enabling businesses to obtain more nuanced insights and find information faster, which could streamline decision-making and enhance productivity. With ChatGPT Search, business users could experience a substantial boost in efficiency, as they will be able to engage in a dialogue to refine queries, receiving tailored information without needing to sift through pages of search results.
For Google, the rise of ChatGPT Search represents both a challenge and an opportunity. Google has long dominated the search market, but the conversational interface of ChatGPT could entice users looking for a more personalised search experience. In response, Google has already introduced AI-powered features that categorise search results into relevant topics, making information more organised and accessible for users. This move is an attempt to keep users engaged on Google by providing a search experience that feels more intuitive and reduces the time needed to navigate complex information. For advertisers, however, a shift towards conversational search could impact the traditional search engine advertising model. As users spend more time within AI-powered interfaces, there may be fewer opportunities to serve traditional ads, pushing Google and other companies to find innovative ways to monetise AI-driven search experiences.
In addition to reimagining search, Google has made AI advancements in other areas, such as Google Maps. New AI features in Google Maps can offer users predictive insights, more accurate recommendations, and intelligent route optimisation. For users, this means quicker, more personalised travel planning, with recommendations that align better with their preferences and real-time conditions. For businesses, AI-enhanced Maps could provide opportunities to reach potential customers through highly tailored suggestions based on location and interests, which could drive foot traffic and engagement more effectively than generalised advertising.
The broader implications of ChatGPT Search’s emergence are equally transformative. With OpenAI’s entry into the search market, users could enjoy a more competitive environment that offers a diversity of search tools tailored to different needs, from in-depth, conversational responses to structured topic breakdowns. This competitive pressure may drive all players, including Google and other search engines like Bing, to refine their offerings, improving search quality, speed, and user satisfaction. As AI continues to advance, search engines may shift from being passive tools that display links to active digital assistants capable of guiding users through multifaceted tasks, with real-time feedback and deep personalisation.
As the battle for search supremacy unfolds, the changes to come could impact not only users but also advertisers, forcing a rethink of engagement strategies and potentially creating more sophisticated, AI-driven advertising models. In this evolving landscape, users stand to gain the most, as the competition fuels innovation and leads to richer, more intuitive tools that redefine the way we connect with and navigate the digital world.
