The digital ecosystem is buzzing with news about OpenAI’s latest feature, Search GPT. This new functionality within ChatGPT has ambitiously set out to reshape the way users search for information online.
While Google has been the undisputed king of search engines for over two decades, with its user-first approach, data-driven recommendations, and an unmatched library of indexed content, OpenAI now offers a new approach – an AI-driven conversational search experience where you can have your questions answered with zero clicks and refer to citations for the source of the information if needed.
The citations to sources is already becoming one of the top sources of referral website traffic for many businesses and publications, despite the lack of clarity on how you can optimise your content to appear in Search GPT.
What is Search GPT?
Search GPT is an advanced search function embedded within OpenAI’s ChatGPT model, and it enables users to access up-to-date information on almost any topic through a conversational interface.
The biggest difference between the two is that ChatGPT relies on pre-existing data up to a certain point, while Search GPT actively browses the web to find the latest information – making it a more reliable source of latest information even for topics like live sport scores, news events from around the world, stock prices and more.
However, the disclaimer to double check important information remains on the platform, which takes us back to the on-going debate of the reliability of AI-sourced data.
Search GPT’s ability to synthesise answers into a readable, conversational response as opposed to Google’s list of previews and links is another key distinguisher. So, when asked for an update on a trending topic, you get a concise answer that is created after shifting through many articles online.
This unique search model also presents opportunities similar to Google Maps listings for local service providers. Search GPT displays curated results enriched with insights and reviews from multiple sources for queries like “Find a good restaurant near me” or other services.
This shift means that when searching for restaurants, for instance, users don’t just get directions or hours; they receive context on why a particular place stands out, such as reviews, features, along with citations of the sources.
Search GPT compared with Google: What’s the difference?
The most apparent difference between Search GPT and Google is how they deliver information.
Google uses a complex system of algorithms that rank millions of web pages, helping users find the most relevant information/ search results based on keywords entered. Google’s search results often include ads, knowledge panels, related questions, and featured snippets which appear as highlighted text from websites, giving users various ways to access information with ease.
Search GPT, on the other hand, doesn’t present traditional search engine results. It skips the intermediate step of providing links and instead tries to provide the answer directly within the chat. Acting more as an informed assistant than a traditional search engine.
In short, while Google encourages exploration through links and multiple perspectives, Search GPT provides targeted information in a conversational format. This distinction is key to understanding how each tool fits into the way we search today.
Search GPT strengths
Quick and conversational answers for users is one of Search GPT’s most valuable aspects. Because it browses the web in real-time, it can provide accurate summaries in a timely manner. Here are a few scenarios where Search GPT really shows its strength:
Breaking News: Imagine there’s a major event, like an election or a high-stakes sports game and you are at work or busy and unable to read multiple articles but want a precise update. A quick question to Search GPT will yield a concise answer without the need to click through multiple articles. This could be particularly useful for users who want to keep up with unfolding stories without diving deep.
Search GPT’s response:
Google’s response:
Summarised financial or other data: For professionals who need the latest on stock prices or economic data, Search GPT offers a summarised, instant result.
Example where this works great is for the query “Present world economic data?”
Search GPT’s response:
Google’s response:
While this does not necessarily prove one to be better than the other as all the scenarios depend on the user’s search behaviour and preferences. For example: I for one like to see different search results to choose to get my answer from a source I personally find more credible and for that reason, still prefer to use Google.
Yet, these scenarios also reveal one of Search GPT’s limitations: while it’s fantastic for straightforward answers, it doesn’t encourage the deeper research that Google excels in.
It’s also important to note that both Google and Search GPT are constantly working on improving their user experience and answers.
Here’s an example of how Search GPT is asking users to help them choose a response they prefer:
It’s also worth noting that Google has already invested heavily in integrating AI into its own search services. With tools like Gemini (renamed from Bard) and AI-driven snippets, Google is embracing the potential of conversational AI.
Example of an answer from Gemini:
The future of search
The future of search is undergoing a significant transformation with the integration of AI and the emergence of advanced models. Google’s AI-driven features, including AI overviews, are designed to provide users with more personalised and conversational responses, potentially reducing the reliance on traditional organic search results. Similarly, Search GPT offers a new paradigm in information retrieval, emphasising direct, context-aware answers.
For marketers, this evolution necessitates a strategic shift towards creating high-quality, authoritative content that aligns closely with user intent. The future integration of advertising within AI-generated responses is another exciting prospect that will require innovative approaches to paid search campaigns, ensuring brand visibility in this rapidly changing digital environment.
By Ruth O’Malley, Head of Digital Marketing, IFZA
