OpenAI’s launch of Search GPT has marked a watershed moment in the Internet search space, cementing the transition to more interactive and tailored search experiences. In an environment where user expectations are constantly changing, tools such as Search GPT and Perplexity AI are challenging the supremacy of Google and its still evolving Search Generative Experience (SGE).
The Evolution of Search GPT and its Launching
Search GPT was initially introduced in private beta in July 2024, after painstaking development that delayed its planned official launch in May during the Voice Assistant event. This additional time allowed OpenAI to refine the features that make Search GPT an advanced tool: the ability to search in real time, integrate results with current sources, and present information visually through interactive widgets.
This new tool allows users to get detailed and contextual answers directly from the ChatGPT interface by activating the search function via a button on the platform. From general queries such as weather to more complex topics such as financial data and live event updates, Search GPT responds with remarkable speed and rich presentation.
As you can see in this screenshot taken in my environment, the functionality is already available for ChatGPT paid accounts on the GPT 4o Model. However, I have been unable to get the system to show me the widgets other users seem to be getting in their searches on the model.
You have several analyses made about this tool by Mathew Bergman for example, as you can see in the video he has generated about this release.
How does Search GPT compare with other alternatives?
The comparison between Search GPT and Perplexity AI is interesting. Both platforms offer an AI-assisted search experience beyond traditional engines, providing accurate answers and unique functionalities. However, Search GPT has shown speed and widget integration advantages that enhance information visualization. Perplexity AI, on the other hand, is known for its detailed answers and the ability to generate images and follow questions to drill down on information.
Despite their achievements, these tools face common challenges. LLM models, including Search GPT, can fall into so-called “hallucinations” and accuracy errors when processing external sources. This limitation could also affect Google.
Google and its Need to Accelerate the Launch of SGE
With the advent of Search GPT, Google faces additional pressure to accelerate the rollout of its Search Generative Experience (SGE)- This feature promises to change how users interact with search. Although SGE is in beta in some countries, its prolonged development could provide space for tools such as Search GPT and Perplexity to capture the attention of a wider audience. The ability of these platforms to provide fast and comprehensive responses poses direct competition, forcing Google to move faster if it is to maintain its industry leadership.
As I mentioned in my previous article on SGE and its impact on SEO, the delay in Google’s launch could affect the website’s visibility and displace organic results. As Search GPT and other alternatives continue to progress, the lack of a strong response from Google could shift user preferences towards more updated and visually enriched platforms.
Search GPT Positive Points and Challenges
Advantages of Search GPT:
- Speed and Visual Presentation: Responses are fast and attractively displayed using widgets.
- Integration of Current Sources: The ability to respond with information in real time offers a significant advantage.
Challenges:
- Errors and Hallucinations: Like other AI tools, Search GPT is not exempt from presenting incorrect or biased data.
- Accuracy in External Sources: Correct attribution and verification of information remain areas for improvement.
Impact and Future of AI Searching
The impact of Search GPT is significant: it has paved the way for Internet search to become more intuitive, visual, and useful to the user. This trend reflects a shift towards search experiences that prioritize interaction and contextual relevance, challenging the traditional search model. With the promise of continuous updates and enhancements, OpenAI seeks to make Search GPT a benchmark for search tools.
However, Google can still surprise the market if it manages to implement SGE efficiently and adapts to users’ expectations. In an environment where generative artificial intelligence is becoming the new norm, companies that know how to adjust and optimize their strategies will have a significant competitive advantage.
We will be watching how Google reacts in the coming months with the rollout of its SGE to maintain its dominance in the search market. Although competitors such as Perplexity have a relatively small market share, Google still dominates the landscape for now.
However, the emergence of a rival of the caliber of OpenAI, which has already demonstrated a high level of adoption and success with its technologies, could represent a real threat to the Mountain View company’s market share in this sector.
Have a good week!
