OpenAI has introduced a new set of search features to its main product, ChatGPT, intensifying the competition with Alphabet Inc.’s Google. The feature, dubbed ChatGPT Search, allows users to look up timely information in a similar manner to web searches and receive responses with in-line attribution to news publishers and other data sources, as announced by OpenAI on Thursday. Previously, a prototype named SearchGPT was unveiled in July, which was separate from the ChatGPT app and was accessible only to a limited group of users.
The new search functions, utilizing OpenAI’s 4o model, became available to paid ChatGPT Plus and Team users on Thursday for both mobile and web platforms. Enterprise and educational clients of OpenAI will gain access in the coming weeks, with free users expected to experience the enhancements in the following months.
Following the widespread success of ChatGPT in late 2022, many tech companies hurried to integrate generative AI into various services, including online search. Backers of OpenAI, such as Microsoft Corp., and competitors like Google have revamped their search offerings to incorporate more conversational AI features. A competing AI search startup, Perplexity, is reportedly in early discussions to secure funding at a $9 billion valuation, as reported by Bloomberg. With ChatGPT Search, OpenAI aims to deliver similar AI search capabilities to the 250 million users who engage with ChatGPT on a weekly basis.
In response to this development, Alphabet’s shares declined by over 1% on Thursday. Varun Shetty, OpenAI’s head of media partnerships, explained in an interview with Bloomberg News that users desire straightforward answers and currently face challenges on the internet, which often requires multiple searches and navigating through numerous links. Shetty emphasized that a conversational search experience with rich context and high-quality sources enhances the user experience.
Ahead of the release, an OpenAI demonstration showcased ChatGPT being used to inquire about weekend events in San Francisco, where it displayed a summary list of activities sourced from local news sites. When users asked for restaurant recommendations, the app provided a map featuring local eateries. Although ChatGPT has included some citations in the past, the new search feature prominently displays summaries of sources and preview images.
To support its search function, OpenAI has been establishing partnerships with various publishers, including News Corp., Axel Springer SE, and Time magazine, along with European media entities like Le Monde. These collaborations allow OpenAI to integrate more authoritative and up-to-date information into its products. Feedback from publishing partners has been incorporated into ChatGPT Search to enhance article relevance, summary length, and quotation selection.
Louis Dreyfus, CEO of Le Monde, expressed that AI search will likely become a primary method for accessing information in the future and that partnering with OpenAI positions Le Monde at the forefront of this transition. OpenAI emphasized that its tool does not prioritize content from partnered news publishers, and any website or publisher can choose to appear in ChatGPT Search. Additionally, the company aims to provide valuable information beyond just hard news.
Shetty acknowledged that search covers a broad spectrum, and this is OpenAI’s initial exploration in this area. He indicated that the company plans to continually refine the user experience across various verticals, including shopping, travel, and local services.
Nonetheless, OpenAI, along with its competitors, faces the challenge of ensuring that the new search tool produces accurate information and does not fabricate answers. Following the introduction of SearchGPT in July, there were reports of errors, such as incorrect festival dates presented during a demo.
The pressure is especially significant for OpenAI and its rivals to provide accurate information concerning the upcoming US election. Starting on election day, ChatGPT users inquiring about voting results will receive messages directing them to reliable news sources like the Associated Press and Reuters, as well as their respective state or local election boards.
