The arrival of AI-driven search engines is reshaping how users access information online. OpenAI, one of the most prominent companies in this revolution, launched ChatGPT Search (CGS) in early November, positioning itself as a competitor to Google search and Bing search.
This new search feature has raised questions about Google’s dominance in the industry, as OpenAI directly targets pulling users away from Google’s algorithm. How?
Let’s get deeper in this very hot topic of the month and discover what’s going on.
What is ChatGPT Search (CGS)?
ChatGPT’s search feature, first unveiled in July 2024, offers a conversational approach. It delivers users concise, direct and context-driven answers without the need to sift through multiple links. This model aligns with evolving user behavior, favoring efficiency over extensive browsing.
The new version of ChatGPT Search (CGS), which is directly integrated with ChatGPT-4o, chooses to search the web based on what you ask. You can manually choose to search by clicking the web search icon.
You have the opportunity to rerun queries through other models like o1 preview to compare the answers or go further with follow-up questions. ChatGPT will take into account the full context of your chat to get a better answer for you.
ChatGPT Search is now accessible for ChatGPT Plus and Team users, as well as SearchGPT waitlist users. Enterprise and Education users will be able to access it in the coming weeks. Free users will have to wait a few months for access.
Head-to-Head: Google vs ChatGPT Search
Google’s response to this AI search trend has been the introduction of the Search Generative Experience (SGE). This feature integrates AI-driven summaries into its standard search results, keeping the traditional link-based structure alongside the AI summaries. While Google’s approach attempts to blend the best of both worlds, ChatGPT remains distinct in offering entirely conversational answers.
How OpenAI is pulling users away from Google’s algorithm
In a bold move to challenge Google’s dominance in search, OpenAI has introduced a Chrome extension. The tool is designed to set ChatGPT search as the browser’s default search engine.
This approach allows users to switch from Google’s algorithmic results to ChatGPT’s conversational responses. An alternative search experience accessible directly from the browser.
OpenAI clearly understands the importance of being the default option, as demonstrated by their active promotion of the Chrome extension. Below is OpenAI’s Sam Altman’s post on X following the extension release:
Challenges ChatGPT faces in competing with Google
As the actual leader in online search, Google benefits from a loyal user base, sophisticated algorithms and a vast integrated ecosystem. This dominance poses considerable challenges for ChatGPT to position itself as a viable alternative.
Google is not only the go-to search engine. It also integrates its search with services like Google Maps, Gmail, and YouTube, making it difficult for users to shift away. Additionally, Google remains the default on most devices, embedding its ecosystem deeply into user habits.
ChatGPT Search Chrome extension could also run into obstacles too. The reason is Google’s stranglehold on browser default settings and users’ privacy concerns. Legal constraints, especially in regions like the European Union with strict data protection laws, add further complexity. These obstacles highlight the immense challenge of transitioning users from Google to an alternative search model.
The importance of strategic partnerships for ChatGPT Search (CGS)
To overcome the potential challenges, OpenAI is actively taking steps to establish ChatGPT Search as a viable alternative to Google. Thus, the company aims to be a leader in the evolving AI search landscape.
The company is building strategic partnerships with major media outlets to ensure that ChatGPT Search provides accurate and up-to-date information. The roll-out of ChatGPT Search in July 2024 brings with it a long list of licensing agreements with famous publishers:
- News Corp (New York Post, The Times, The Sun, etc.)
- Associated Press
- Axel Springer (Bild, Politico, Business Insider)
- Financial Times
- Le Monde
- Reuters
- Prisa Media
- Dotdash Meredith
- Time magazine
- Vox media
OpenAI benefited from the good timing last summer, when publishers were frustrated with Google due to its Algorithm updates, site reputation abuse penalties and AI Overviews. Open AI started to offer another source of revenue to them and attract publishers “to its side”. That was a smart decision, especially after OpenAI itself has received a lot of criticism from publishers and a lawsuit from the NY Times.
By collaborating with trusted news sources, OpenAI aims to enhance its AI-driven responses, addressing one of the key challenges in providing real-time data. These partnerships help establish ChatGPT as a credible alternative to traditional search engines, offering more reliable and diverse content to users.
What do the experts say?
Experts express differing views on the long-term risks for Google in the face of competition from advanced AI models like ChatGPT.
Here are some notable quotes from some of the legendary experts in the industry 👇
Kevin Indig, ex Director of SEO at Shopify and Organic Growth strategist for many big companies as Reddit.inc, hims & hers, etc, mentions the following statement in his Growth Memo Newsletter :
“To clarify, I don’t think Google as a company is at risk of dying. I do think CGS has a chance to capture significant market share, and too many people underestimate how fast this can go. The first search engines didn’t represent the model (Google) that eventually won. In the same vein, the AI Search experience we’re seeing today might be completely different in a few years. However, there is little doubt that search is fundamentally changing. As a result, my recommendation is to invest in AI Search. It is not capital-intensive (yet), but the upside to finding a playbook is high. If CGS grabs significant Google market share, you’re in a good position. If it fails, no harm done.”
Mark Traphagen, an expert SEO strategist, Vice President of Product Marketing & Training of seoClarity, thinks that the Google search engine has a major challenger in providing real time information after doing some test query on both Google and ChatGPT Search:
“I got access to the just-announced integration of SearchGPT into ChatGPT today. My first test: see which is better at giving me up-to-the-minute information. My test query: “Where are the presidential candidates holding rallies today?”
“ChatGPT (upper left below) understood the assignment and gave me a succinct listing of the actual rallies being held today. Google (lower right below) only gives me news stories, some of which only tangentially relate to my query. Clearly, Google now has a major challenger in providing real time information.“
“ChatGPT with SearchGPT integration also gave me much easier to understand, browse, and use information for purchase recommendations and local results. With what Perplexity already brought to the table, I’d say the age of the AI search engines really has arrived.”
Looking ahead: the race for the future of search
Companies are currently faced with a dilemma when it comes to investing in AI research. Should they act early to get ahead of their competitors, or should they maintain their traditional strategies, viewing AI as a potentially short-term trend?
Early adopters could gain an advantage by capturing market attention and positioning themselves as innovators. On the other hand, they risk investing in an untested technology that may not yield substantial results or be stable.
On the other hand, those who opt for a cautious approach also run risks, as they could be perceived as lagging behind if AI research goes mainstream. This “wait-and-see” approach may protect resources in the short term, but could have an impact on competitiveness in the long term.
When comparing how ChatGPT Search (CGS) and Google Search handle factual, up-to-date, and complex questions, there are distinct differences. Google excels at providing quick, reliable, real-time answers, especially for current events, thanks to its indexed sources. In contrast, ChatGPT offers conversational, cohesive answers that simplify complex information, although it may occasionally vary in accuracy and is slower in retrieving real-time data, making it less ideal for immediate updates.
And we, dear marketer peers, let’s closely watch the competition between innovative AI technologies and the search titans. Understanding how each platform delivers information will help us adapt our strategies to stay visible and relevant. Whether it’s optimizing for traditional search engines or exploring opportunities in conversational AI, staying attuned to these shifts will be key to reaching audiences effectively as the search landscape evolves.
