In a world dominated by digital invention, the engine driving much online behaviour is search – and the search giant remains Google, which the world still turns to for billions of queries each day, seeking knowledge, entertainment and solutions to problems. But aren’t there other ways to search? The rise of a potential ChatGPT search engine raises the question of whether a sea change in online searching is in the offing.
Social media rumblings in recent days within the inner-circle of venture-capital firm Y Combinator’s Hacker News community have sparked chatter that a ChatGPT search engine – or perhaps, “search.chatgpt.com” – might be on the precipice of launch. As of 22 November, the domain name and associated secure certificate put up a ‘404 not found’ sign, although the very fact that the site was created sent shock waves through the tech world in recent days, causing titillation and bambi-stars in some quarters in anticipation of its arrival.
After all, an AI algorithm is at the core of Google, and there’s an expectation for Google Search to be more sophisticated than regular search. So does the prospect of a ChatGPT search engine offer something new in the field of search? Yes. Google’s Search Generative Experience is in some ways a new step in the evolution of search – one that involves putting it in a more conversational format.
Imagine searching, and a widget along with your sidebar of links is filled by something that Google has been toying with, its own generative AI in search. The juiced-up version of this would be a ChatGPT engine that could make AI responses more vivid, and better integrated with the search page. Or it could innovate on top of what Google already provides us. Might it offer a smoother, more intuitive AI-assisted search mechanism than what Google can currently muster?
This evolution of search isn’t really about who’s going to be in the ring with Google, but what it means for Google, or Google-like behemoths, and what a potential newbie like ChatGPT has to offer. We’ve witnessed parts of that existing search evolution at work behind the scenes, as Google has dabbled in AI features that include AI-powered widgets and apparent real-time, AI-generated summarisation. A potential ChatGPT-powered search engine – whose conversational AI features remain speculation at this point – could potentially offer search in a way that complements or even competes with the current paradigm.
Whether Google responds to a ChatGPT search engine remains to be seen. Google’s legacy signals its determination to innovate and is unlikely to sit idly by while its long-time dominance is threatened. We could very well see attempts at integrating AI further into Google’s services, or overhauls to the search experience as we know it. This competition might serve to inspire even greater technological improvements to search moving forward.
Before we can consider what wider implications a ChatGPT search engine might have for Google and the rest of the internet, it might be helpful to set the stage by considering where Google currently fits into the broader digital ecosystem. Google is more than just a search engine. It is a massive, heterogeneous, multi-service platform with its core identifying characteristic being the integration of search across all the company’s properties, from YouTube to Google Maps, all driven by massive artificial intelligence algorithms used to personalise and optimise the user experience. And Google’s greatest strength, driven by its user-experience focus, is a constant evolution, taking the latest technologies gleamed from the world of start-ups and the vast data of the internet, and combining them to identify new possibilities to better the experience.
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In the months since, speculation about an eventual ChatGPT search engine has kicked off an outbreak of fervour among tech watchers, in no small measure because this threat to Google suddenly felt real. More than a threat to Google, this speculative ChatGPT search engine would fundamentally change the very nature of how we interact with the web. Whether it would live up to the wild speculation remains to be seen. Eventually, the digital world and our expectations of what might be would all shift again, and Google was likely to be at the centre of that as well.
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