OpenAI’s SearchGPT Challenges Google’s Dominance: A New Era in AI-Powered Search Engines

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OpenAI Unveils SearchGPT, Targeting Google's Dominance

Following extensive rumors regarding its intentions to enter the search arena, OpenAI has unveiled SearchGPT, a "prototype" search engine poised to potentially carve out a portion of Google's profitable market share.

OpenAI announced that its latest tool would enable users to locate their desired information more swiftly and effortlessly through the use of generative AI, which compiles links and responds to queries in a dialogue-based format. SearchGPT might soon be incorporated into OpenAI’s well-known ChatGPT chatbot. Beyond conducting comprehensive internet searches, the search engine will also utilize content from publishers who have agreed to share their information with OpenAI.

Kayla Wood, representing OpenAI, chose not to offer a demonstration of SearchGPT or engage in an interview regarding the innovative tool for WIRED. However, she verified that the organization has granted access to the search engine to certain undisclosed partners and publishers and has enhanced features of it following their suggestions.

Microsoft, a financial backer of OpenAI, led the way in offering a generative AI search engine to users by introducing an AI-enhanced Bing in 2023, which utilized the extensive language models developed by OpenAI. This AI-driven search functionality from Microsoft has been renamed to Copilot since its launch.

Following that development, a range of rivals including Google and Perplexity, have introduced their versions of AI-driven search functionalities for their audience. Google has unveiled AI Overviews which generate summaries of articles, typically placed at the forefront of news search outcomes. Meanwhile, OpenAI has rolled out SearchGPT, which bears resemblance to Perplexity's method by offering a chatbot that not only presents a selection of pertinent links but also allows users to inquire further.

Following the debut of ChatGPT by OpenAI in November 2022, initial adopters identified the chatbot's skill in retrieving and encapsulating web information as a promising alternative to traditional web searches. Nevertheless, the inherent limitations of large language models render these chatbots less than ideal for search purposes. These models rely on training data that can be outdated by several months or even years, and they tend to fabricate information when uncertain about a response.

Microsoft's initial attempts at launching Bing did not go well, as the AI-driven search engine often delivered bizarre, unsuitable, and inaccurate responses. Following significant updates, Bing's share of the market experienced only a marginal increase.

In May, when Google introduced AI Summaries in its search outcomes, it soon faced issues with the accuracy of its recommendations, such as suggesting the addition of glue to pizza recipes. OpenAI's SearchGPT employs a method known as retrieval augmented generation for its AI-generated search, a widely accepted practice aimed at reducing inaccuracies or "hallucinations" in the responses provided by chatbots. By utilizing the RAG technique, the AI system draws upon credible sources, for instance, a reputable news site, during its information generation process and provides references to the original data sources.

Additionally, concerns about possible infringement of copyright have been raised. Perplexity has come under fire from various outlets, such as WIRED, accused of replicating elements of original reporting through its AI search feature and appearing to disregard pleas to refrain from using content from certain sites. OpenAI has addressed this issue in a blog post, stating their dedication to supporting publishers by ensuring that SearchGPT clearly attributes and directs users to their websites in search results. Several organizations, including Vox Media, The Atlantic, News Corp, and the Financial Times, have entered into licensing deals with OpenAI over the course of this year.

Despite the immense popularity of ChatGPT, OpenAI is in search of additional sources of income as it invests heavily in the development of increasingly advanced AI models. According to a report from The Information, the company is facing a potential loss of $5 billion this year, attributed to expenses related to expanding its workforce, introducing new products to the market, and enhancing the capabilities of its AI.

Venturing into the realm of internet searches could also enable OpenAI to challenge its main competitor, Google. Caught off guard in this arena, the search behemoth swiftly created a rival to ChatGPT named Gemini. Furthermore, it has accelerated the integration of this technology into its business products, such as office applications and the Android mobile OS, as well as its search capabilities.

Richard Socher, the chief executive officer of You.com, which leverages generative AI to extract web information, acknowledges the immense challenge in offering a search engine that significantly outperforms existing options. Consequently, You.com has shifted its approach towards catering primarily to the business research market. Socher also points out that OpenAI's transition from its original goal of advancing artificial general intelligence to pursuing more commercially oriented projects presents unique obstacles. "Adopting a commercial perspective involves a significant change in thinking," he explains.

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