Can OpenAI take on Google and Bing with real-time feature ChatGPT search?

OpenAI's new search feature within its artificial intelligence-powered chatbot ChatGPT, launched last week, could position the company as a competitor to major search engines such as Google and Microsoft's Bing.

OpenAI said in a blog post that the feature allows users to engage with ChatGPT in a natural, conversational way, making it easy to ask follow-up questions and explore topics in depth without needing to sift through multiple web pages.

Unlike traditional search engines, which primarily rely on keyword-based algorithms to connect queries with relevant web pages, ChatGPT search provides more direct access to information through real-time responses.

By asking a question on ChatGPT search, users can access information such as sports scores, stock quotes, news updates, weather forecasts, and current sources, all within the platform's response. In contrast, using Google often requires users to browse multiple web pages to find the right answer.

Google dominates search market

"While Google and Bing are robust in retrieving vast amounts of information, ChatGPT's edge lies in its ability to provide a more personalised, interactive experience that resembles consulting a knowledgeable assistant rather than sifting through links," Ajay Dadheech, principal of AI and management consulting lead at World Wide Technology, told The National.

However, the platform might need to incorporate factual accuracy and source transparency at scale to reach the reliability that users have come to expect from traditional search engines, he said.

OpenAI has said that it is addressing the quality aspect through partnerships with top publishers, including Condé Nast, Time magazine, and the Financial Times. Publishers can also opt in to appearing in ChatGPT's search results.