OpenAI tests web search feature to challenge Google

SAN FRANCISCO — ChatGPT developer OpenAI on Thursday showed off a new web search product, taking on search giant Google directly and laying out its vision for how chatbots could change the way people interact with the web.

The free tool, called SearchGPT, consists of a search box similar to a traditional search engine. Users can ask follow-up questions in a conversational tone to get more specific answers. SearchGPT will be made available to a small number of users and publishers initially and will eventually be integrated into ChatGPT, OpenAI said in a blog post on Thursday.

Since ChatGPT launched in November 2022, tech analysts have suggested that chatbots could revolutionize the way people browse the web. The bots are trained on a vast amount of information collected from the internet, which they can use to answer questions. However, the technology is constantly generating information, making the tool unreliable in its accuracy.

AI companies have been trying to solve this problem by incorporating chatbots into search engines. ChatGPT already searches Microsoft's search engine, Bing, to find the latest updates for some queries. AI search startup Perplexity AI aims to use AI to search the web, read articles, and provide more direct, conversational summaries compared to regular Google search results.

OpenAI's foray into search comes after Google began aggressively using generative AI in search in May. After the release of ChatGPT, the company began testing its own AI search feature, and in May it began showing AI answers at the top of search results for most U.S. users. Results were mixed, with some search answers making no sense or just plain wrong, such as a Google bot telling you to put glue on pizza. A Google spokesperson did not immediately respond to a request for comment.

It's unclear whether the new OpenAI tools will also work with Bing. Microsoft uses OpenAI's technology as part of a licensing agreement. An OpenAI spokesperson said the company's search tools use information from third-party partners as well as direct feeds.

Publishers, from newspapers to individual bloggers, worry that the shift to AI-driven answers rather than search results could hurt or destroy their businesses. Web publishers depend on traffic from Google to stay afloat and make money, and they've long had an uneasy relationship with the search giant, which often confuses them with tweaks and changes to how its search results work.

OpenAI has sought to position itself as an ally of publishers, striking deals with news organizations including News Corp., The Atlantic, The Associated Press and Politico parent Axel Springer. The new search tool displays sources and links to them, according to an image in an OpenAI blog post. The announcement featured positive remarks from the chief executives of News Corp. and The Atlantic.

News organizations have also begun developing their own AI-driven tools to keep up with tech companies: The Washington Post launched its Climate Answers bot in July, which uses generative AI to answer readers' questions about climate change based on information in Post articles.

Individual news organizations, including those whose companies have signed contracts with Open AI, are more skeptical. Some journalists worry that the AI ​​trained on their jobs could eventually be used to replace them. The union representing workers at The Atlantic said in May it had deep concerns about the company's contract with Open AI.

OpenAI also said it would improve experiences in areas like commerce, and suggested the tool could be loaded with advertising — another direct challenge to Google's dominant business model of showing ads in search results.

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