OpenAI has announced the introduction of SearchGPT, a prototype AI-powered search engine designed to provide fast, conversational answers with clear source attribution. Currently, access is limited to a select group, and you can apply to be in said group by applying on their website.
This new tool, powered by GPT-4 models, aims to enhance the search experience by offering categorized results and follow-up capabilities, potentially challenging traditional search engines like Google.
Be Aware of Immitators
Currently, there are several Chrome extensions, GPTs and other doo-dads floating around the internet that call themselves “SearchGPT”. Be sure you skip those rabbit-holes if you want access to the real thing!
Key Features of SearchGPT
SearchGPT incorporates several innovative features that set it apart from traditional search engines. It provides concise summaries with highlighted attributions (links to the sites where it found the information) tooltips and a panel, allowing users to quickly grasp the essence of their queries while maintaining publisher transparency.
The platform’s conversational interface enables users to ask follow-up questions, enhancing the interactive nature of the search process. It also includes the familiar autocomplete functionality to further enhance the user experience.
SearchGPT introduces ‘visual answers,’ or AI-generated videos, intended to be a more engaging user experience.
Unlike conventional search engines that display a list of links, SearchGPT offers comprehensive summaries accompanied by attribution links and a sidebar with additional relevant sources. This approach not only streamlines the search experience but also ensures accuracy and credibility by prioritizing partnerships with reputable publishers like The Atlantic and News Corp.
Collaborations with Publishers
SearchGPT’s approach to publisher collaboration marks a significant departure from traditional search engines and AI-powered competitors.
OpenAI has prioritized forming strong partnerships with news organizations and content creators to ensure the quality and reliability of search results. This strategy involves giving publishers control over how their content is represented in SearchGPT’s features, including the option to opt out of model training while still appearing in search results.
The collaboration aims to create a more ethical and balanced ecosystem, addressing concerns about content misuse and attribution that have plagued other AI search tools.
By prominently citing and linking to original sources, SearchGPT encourages users to visit publisher sites for detailed information, potentially maintaining a healthier online content ecosystem.
User Feedback and Improvements
SearchGPT incorporates a feedback mechanism to continuously improve its performance and user experience.
The system actively solicits user input after interactions, channeling this feedback into a dedicated dashboard for analysis and implementation of targeted enhancements.
This iterative process allows for rapid refinement of the search algorithm, query understanding, and result presentation.
OpenAI employs machine learning techniques, such as reinforcement learning from human feedback (RLHF), to fine-tune the model based on user preferences and behavior patterns.
The feedback loop improves the accuracy and relevance of search results and helps identify and mitigate potential biases or errors in the system.
Which is a lot like what Google does.
By leveraging user insights, SearchGPT aims to evolve into a more intuitive and personalized search experience, adapting to the diverse needs of its user base while maintaining transparency and ethical standards in AI-powered information retrieval.
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The Emerging AI Search Paradigm
Despite Google’s longstanding dominance in the search market, with a 91% global share, the company faces emerging threats from AI-powered competitors.
The rise of generative AI and large language models (LLMs) has introduced novel search methods that challenge Google’s traditional approach.
OpenAI’s SearchGPT, Microsoft’s Bing with integrated ChatGPT, and my personal favorite, Perplexity AI, are among the new entrants vying for market share. These AI-enhanced search engines offer conversational interfaces and comprehensive summaries, potentially disrupting Google’s established model.
However, Google is never idle, working to enhance its search capabilities with AI Overviews powered by its (so far, quite awful) Gemini model.
While these new competitors have yet to significantly erode Google’s market position, their emergence could influence the outcome of ongoing antitrust cases against the tech giant, as they demonstrate evolving market dynamics and potential self-correction.
First Look at SearchGPT
Our team got an initial look at SearchGPT and analyzed the results across various queries, including informational, ecommerce, and local business searches.
SearchGPT’s interface is super-simple, with three columns (navigational, links, information), and surfaces the most important information above the fold.
No ads are currently displayed, with answers appearing directly in the interface.
Here’s a biggie: citations are prominent, with a left-hand sidebar generating external citations and five or more citations commonly appearing in the content itself. I also noticed that some searches were all about one or two citations at most.
SearchGPT’s reliance on listicle articles for software and commerce queries means affiliate and aggregator sites will likely dominate AI-powered search results (happy days are here again!) Getting listed on these sites (gee, how can we do that?) will be crucial for visibility.
Overall SearchGPT lacks in providing what I would call a healthy number of links to relevant websites. Could this have something to do with OpenAI’s partnerships with major publishers?
With Reddit blocking all web crawlers other than Google, we may be starting to see the beginning of a “walled garden” effect, with various AIs being fed training data only from certain places.
SearchGPT localizes results similarly to Google, returning location-specific answers for searches like “plumbers near me” without requiring location definition. Reportedly, it uses your IP for localization, rendering your VPN software your adversary unless you need a plumber in Bern, Switzerland, on Friday and a second in Simi Valley, California, on Saturday.
SearchGPT appears to provide more accurate answers and perhaps fewer hallucinations than Google’s AI Overviews, correctly answering queries that previously fooled Google. On the other hand, we were able to easily trick it when it came to flight schedules and movie release dates.
Advanced search operators are supported, including “site:” searches, which return results from a single source.
Overall, SearchGPT shows promise as a legitimate threat to Google in the near future, and its adoption by (especially!) SEOs and users will be closely watched.