OpenAI is enhancing its flagship product ChatGPT with a new set of search features, intensifying its competition with Alphabet Inc.’s Google.
The new option, ChatGPT Search, allows users to search for timely information within the chatbot just like on the web, providing responses with in-line attribution to news publishers and other data sources, OpenAI announced on Thursday. The company had previously introduced a prototype of the product in July called SearchGPT, which was separate from ChatGPT and only accessible to a limited number of users.
The enhanced search capabilities, powered by OpenAI’s 4o model, will first be available to paid ChatGPT Plus and Team users on Thursday for mobile and web platforms. Enterprise and educational customers will gain access to the features in the coming weeks, while free users will have access in the upcoming months.
Following the popularity of ChatGPT in late 2022, tech companies have been rushing to incorporate generative AI into various services, including online search. OpenAI’s backers Microsoft Corp. and Google have revamped their search products to include more conversational AI features. A rival AI search startup, Perplexity, is reportedly in early talks to raise funding at a $9 billion valuation. With ChatGPT Search, OpenAI aims to provide similar AI search functionality to the 250 million users who engage with the chatbot weekly.
Alphabet’s shares dropped over 1% on Thursday following the announcement.
“People seek answers when they search for information, and finding a direct answer on the internet can be challenging. It often requires multiple searches and sifting through numerous links,” said Varun Shetty, head of media partnerships at OpenAI, in an interview with Bloomberg News. “We believe that being able to ask in a conversational manner with relevant context and high-quality sources on the other end will enhance the user experience.”
In a demonstration before the launch, OpenAI’s team used the feature to inquire about weekend events in San Francisco. The app provided a list of activities sourced from local news websites. When asked about restaurants, ChatGPT displayed a map showing nearby eateries. The new search feature prominently showcases summaries of sources and preview images, in addition to including citations in responses.
OpenAI has laid the foundation for its search offering through licensing agreements with publishers such as News Corp., Axel Springer SE, Time magazine, and European media companies like Le Monde. These partnerships enable OpenAI to incorporate authoritative and up-to-date information within its products. Publisher partners provided feedback on ChatGPT Search to help determine the relevance of articles, summary length, and article quotations.
Louis Dreyfus, CEO of Le Monde, expressed confidence in the future of AI search and the partnership with OpenAI, positioning Le Monde at the forefront of this transition.
OpenAI clarified that its tool does not prioritize news publishers who have partnered with the company. Any website or publisher can choose to appear in ChatGPT Search. The company also aims to ensure that its search product caters to users seeking information beyond hard news.
“Search is a vast space, and this is our initial step into it,” Shetty stated. “We will need to dedicate time to enhancing user experiences in various verticals such as shopping, travel, and local information.”
Despite the potential benefits, OpenAI must address the risk of false answers generated by its search tool, similar to a demo in July where the product provided incorrect dates for a festival.
With the upcoming US election, OpenAI and its competitors face the challenge of providing accurate information to users. On election day, ChatGPT users inquiring about voting results will receive a message prompting them to consult trusted news sources like the Associated Press and Reuters, as well as their state or local election boards.
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