OpenAI’s new tool “SearchGPT”, launched on Thursday (July 25), aims to shake up the online e-commerce industry with AI-powered product discovery and comparison.
The prototype, available to a limited test group, promises shorter and more relevant results than conventional search engines. Unlike Google’s link pages, SearchGPT offers aggregated answers with links to sources, potentially revolutionizing the way consumers discover and buy products online.
“While the basics of the first search aren’t much different, the ability to track your first query is what really expands SearchGPT’s capabilities,” Alex Moran, head of SEO at marketing agency Space & Time, told PYMNTS. “This 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 directly on their platform. Google has been subtly pushing this for years, including featured snippets and the ability to reserve or reserve hotels or restaurants directly on their platform.
The race for AI-powered search
OpenAI’s move comes amid a broader industry shift toward AI-enhanced search capabilities.
Microsoft’s Bing search engine on Wednesday (July 24) announced a test feature called “Bing Generative Search” that uses AI to summarize search results. This development follows Google’s earlier attempt at AI summaries, which was withdrawn after problems with the spread of misinformation.
OpenAI is one of many companies using AI in search. As PYMNTS CEO Karen Webster noted in November, Google has been using artificial intelligence to improve search since 2001. The tech giant further increased its focus on artificial intelligence in 2017 with the launch of its Google AI division, which works on innovating large language models and leveraging the Google Search Massive Dataset.
Advanced natural language processing capabilities are at the core 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 user queries, enabling more nuanced responses tailored to user intent.
Shevchenko illustrates the difference in SearchGPT’s approach: “If a user asks, ‘What are some quick dinner recipes?’, SearchGPT realizes that the user wants a quick and convenient meal. So it can offer a recipe for pasta that takes 20 minutes to make and explain why it’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, which makes searching more intuitive and convenient,” added Shevchenko. “It learns based on your behavior and preferences to provide increasingly accurate and personalized responses over time.”
Reshaping e-commerce and digital advertising
For e-commerce, SearchGPT could mean a seismic shift in the way products are discovered and purchased.
“Soon, users can engage in natural conversations with SearchGPT, ask for product recommendations, compare items, and get detailed information without typing anything into a search engine,” Ross Kernez, founder of SEO Meetup, told PYMNTS.
The potential disruption extends beyond the user experience to the heart of digital advertising.
“There will be a new need for transparency, as it may be harder to distinguish between organic and sponsored content,” Jason Siba, chief marketing officer of Session AI, told PYMNTS. “That means more disclosure, but also potentially more regulation.”
For advertisers and publishers, adaptation will be critical.
“The search landscape can change quickly, which means publishers will need to adapt quickly, especially if they have relied on traditional channels,” predicts Seeba. It envisions new ad formats and the ability for brands to use AI agents to communicate in this new ecosystem.
Real-time web data integration further distinguishes SearchGPT.
“SearchGPT integrates real-time web data with advanced AI capabilities, removing the limitations associated with static knowledge gaps in many AI models,” noted Shevchenko. This can lead to more personalized shopping experiences, with AI taking into account user intent, context and behavior to make product recommendations.
Challenges and opportunities
The transition may not be smooth for everyone.
“There will be a gap between the older and younger generations as many users may need training and guidance on how to use voice shopping features effectively, especially those less familiar with ChatGPT and voice technology shopping,” Kernez said.
Despite the potential disruption, industry experts caution against writing off the current search giant.
“I wouldn’t count out Google — they have the depth, the computers and the experience to win here,” Seeba said. “But there’s a world where they may 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 hanging in the balance.
