OpenAI has started the test phase for its AI search engine SearchGPT. This AI could significantly change online marketing. At this stage, SearchGPT is only accessible to a few users. Hallucinating language models are a well-known problem that also affects other AI search engines.
Competition and market position🚀
So far, no AI search engine has been able to gain any significant market share, not even Bing. OpenAI could be successful thanks to the popularity of ChatGPT. Experts expect SearchGPT to force Google to innovate more and have already responded with “Project Astra”, a multimodal answer to ChatGPT 4.
Impact🚧
SearchGPT could have a major impact on online marketing in the long term, but no significant changes are expected in the short term. Google remains the leader with over 80% market share. Marketers should continue to create high-quality content that is optimised for all search engines.
Challenges and opportunities🔮
User acceptance is crucial for the success of SearchGPT. In order to bring about a change in behaviour, SearchGPT would have to offer considerable added value compared to other search engines. However, it could be an additional platform for companies to increase their visibility. Companies would therefore need to adapt their website strategies to remain relevant.
Long-term changes📈
AI search engines such as SearchGPT could change the way information is searched for and presented in the long term. This could lead to a change in online marketing, as the rules for SEO and SEA in AI-supported systems are still largely unclear. It also remains to be seen how embedded advertising in AI overviews will be accepted.🤖
