OpenAI’s new “SearchGPT” tool, launched Thursday (July 25), aims to disrupt the online e-commerce industry with AI-powered product discovery and comparison.
The prototype, available to a limited test group, promises more concise and relevant results than traditional search engines. Unlike Google’s link pages, SearchGPT offers summarized answers with source links, which could revolutionize the way consumers discover and buy products online.
“While the fundamentals of the first search aren’t much different, it’s the ability to follow up on your first query that really expands SearchGPT’s capabilities,” Alex Moran, head of SEO at marketing agency Space & Time, told PYMNTS. “That gives OpenAI’s new product a much more direct approach to what has been a big part of Google’s goal for years: the ability to complete the entire user journey right on its platform. Google has been subtly pushing this for years, including featured snippets and the ability to book hotels or restaurants right on its platform.”
The Race for AI-Assisted Search
OpenAI’s move is part of a broader industry shift toward AI-enhanced search capabilities.
Microsoft’s Bing search engine announced Wednesday (July 24) a test feature called “Bing Generative Search,” which uses AI to summarize search results. The move follows Google’s previous attempt at AI-powered search results, which was canceled after concerns about spreading misinformation.
OpenAI is one of several companies leveraging AI in search. As PYMNTS CEO Karen Webster pointed out in November, Google has been using AI to improve search since 2001. The tech giant further ramped up its focus on AI in 2017 with the launch of its Google AI division, which works on innovating large language models and leveraging Google’s massive search data set.
Advanced natural language processing capabilities are at the heart of SearchGPT’s innovation.
Dmytro Shevchenko, a data scientist at Aimprosoft, told PYMNTS that the technology allows the search engine to understand the nuances, context and intent behind users’ queries, enabling more nuanced answers tailored to the user’s intent.
Shevchenko illustrates the difference in SearchGPT’s approach: “If a user asks, ‘What are some quick dinner recipes?’, SearchGPT understands that the user wants a quick and convenient meal. So it can suggest a pasta recipe that cooks in 20 minutes and explain why that’s a good choice.”
The conversational nature of the tool sets it apart from traditional keyword-based searches.
“SearchGPT works like a conversation with an intelligent assistant, making search more intuitive and convenient,” Shevchenko added. “It learns based on your behavior and preferences to provide increasingly accurate and personalized answers over time.”
Rethinking e-commerce and digital advertising
For e-commerce, SearchGPT could mean a radical change in how products are discovered and purchased.
“Soon, users could engage in natural conversations with SearchGPT, requesting product recommendations, comparing items, and receiving detailed information without typing anything into the search engine,” SEO Meetup founder Ross Kernez told PYMNTS.
The potential disruption extends beyond user experience and goes to the heart of digital advertising.
“There will be a new need for transparency, because it will be harder to differentiate between organic content and sponsored content,” Jason Seeba, CMO of Session AI, told PYMNTS. “That means more transparency, but also potentially more regulation.”
For advertisers and publishers, adaptation will be crucial.
“The search landscape could change rapidly, meaning publishers will need to adapt quickly, especially if they rely on traditional channels,” Seeba predicts. He sees new ad formats and the potential for brands to deploy AI agents to communicate within this new ecosystem.
Real-time web data integration also sets SearchGPT apart.
“SearchGPT integrates real-time web data with advanced AI capabilities, removing the limitations associated with static knowledge thresholds in many AI models,” Shevchenko noted. This could lead to more personalized shopping experiences, with AI taking into account user intent, context, and behavior to make product suggestions.
Challenges and opportunities
The transition may not be seamless for everyone.
“There will be a gap between older and younger generations, as many users may need education and guidance on how to effectively use voice shopping features, especially those who are less familiar with ChatGPT and voice shopping technology,” Kernez said.
Despite the potential disruption, industry experts warn of a possible elimination of the current search giant.
“I wouldn’t rule out Google, they have the depth, the computing power and the experience to win here,” Seeba said. “But there is a world where they might be willing to cannibalize some of their search revenue as consumers demand more direct results.”
As OpenAI refines SearchGPT, the tech industry is watching closely. The battle for the future of search—and, by extension, e-commerce—is heating up, with billions of dollars and the digital marketplace at stake.
See more in: advertising, AI, artificial intelligence, ChatCPT, e-commerce, GenAI, generative AI, marketing, news, OpenAI, product discovery, PYMNTS news, search engine, search engine optimization, SearchGPT, seo
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