The tech industry is witnessing an unprecedented shift with the launch of ChatGPT Search by OpenAI, a search system that aims to redefine the way users access information on the internet. This feature, announced in 2024, is not simply an extension of ChatGPT but a direct foray into territory previously dominated by Google, and to a lesser extent, other alternatives like Perplexity or Microsoft with Copilot.
But what does this innovation mean for users, digital marketing, and the digital transformation of businesses?
What is ChatGPT Search?
ChatGPT Search is an integrated feature in OpenAI’s well-known generative AI model, ChatGPT, that allows users to conduct searches in a natural and conversational way. Like Google, the system provides information based on specific questions or phrases; however, unlike traditional search engines, ChatGPT Search employs a generative approach. Its advantage lies in its ability to take the initiative to search for information in real-time or let the user manually activate this option.
Changes Brought by ChatGPT Search
ChatGPT Search introduces various transformations that go beyond merely optimizing information retrieval. First and foremost, it represents a change in user interface and search experience. This transition towards conversational search reflects a trend toward an internet less structured by links and more focused on answers and summaries. Thanks to collaboration with media giants like Axel Springer and Associated Press, ChatGPT Search promises reliable access to trustworthy sources.
The introduction of widgets and visual information panels is another noteworthy innovation, including features to access weather forecasts, stock quotes…
ChatGPT Search Features
- ChatGPT Search offers a series of functionalities aimed at maximizing search efficiency. These include:
- Automatic or manual search mode: the system automatically detects when an internet search is necessary.
- Conversational and contextual query: users can pose questions in natural language, and ChatGPT Search understands the context of these queries.
- Direct links and sources: each generated answer includes links to the original sources, which are displayed in a sidebar when the “Sources” button is clicked. We’ll see how this feature evolves, as it represents the bridge between the old paradigm of link lists and the new, theoretically more conversation-based approach, but whose foundation (the link to the source) remains to be seen.
- Real-time data visual widgets: ChatGPT Search integrates widgets to visually display relevant information, such as weather forecasts or sports results.
- Compatibility and gradual availability: the rollout of ChatGPT Search began in October 2024 for paid ChatGPT Plus and Team users, with plans to reach free users in the coming months.
What ChatGPT Search Could Mean for Search
OpenAI’s entry into the search arena redefines expectations of what a search engine can offer, and poses direct competition to Google and other established players. ChatGPT Search’s focus on conversational search with generative results raises questions about the structure of queries and the value of traditional link-based results.
In the context of digital marketing, ChatGPT Search could influence the way content is optimized for search. SEO strategies that focus on keywords, entities, and links may undergo transformation, as natural language queries require a different kind of optimization centered around questions, context, and thematic authority on a given set of queries.
From the user’s perspective, access to a search engine that directly answers complex questions without requiring multiple queries is a major advancement. In recent years, Google itself has made strides in this area, evolving its result layouts to be more conversation-centric, navigating between queries and questions within the search results. ChatGPT takes this concept a step further.
