OpenAI didn’t release its highly anticipated search product earlier this year, but it’s definitely in the works. This was revealed in a recent interview with The Atlantic’s CEO Nicholas Thompson.

The quote. ChatGPT search could become “an important way that people navigate the internet,” so it would be “better for us to be in it than to not be in it, and also to help shape it than not help shape it,” Thompson told The Verge. He also mentioned:

• “They have said that they’re going to build a search product. They have not launched the search product, but they have said they would build it. We have allowed them to include The Atlantic in their search product.”

Why we care. OpenAI CEO Sam Altman has made clear his intention to revolutionize the search experience through a new product that combines web search and large language models (LLMs). ChatGPT already features an impressive “browse mode” for searching the web, which improved significantly after the release of GPT-4o.

Google challenger? ChatGPT “search” still struggles with certain query types. However, ChatGPT hit a traffic milestone in June, drawing 2.9 billion visits, according to Similarweb — a 96% increase compared to the previous year.

Strategic partnerships. If The Atlantic has granted OpenAI permission to be part of the ChatGPT search product, I’d wager many other partners are doing the same.

• While major publishers benefit from these deals, smaller ones may find it difficult to get prominent placement in OpenAI’s search results.

AI search future. Thompson offered some intriguing perspectives on where he sees AI-driven search heading. He discussed whether OpenAI's search can eventually drive meaningful traffic:

• “That’s the bet. There are a lot of people out there who say, ‘Well, OpenAI’s search doesn’t work.’ It’s like, ‘Yeah, AI search doesn’t work right now. It doesn’t work very well. AI is good for a lot of things. It’s not good for search.’ That means that Google search traffic isn’t disappearing anytime soon. Once AI becomes good at search, that’s when traditional Google Ten Blue Link traffic will decline. … I do believe AI search will start to function effectively.
• “Over time, AI companies will dedicate more engineers to solving this challenge, and I think they’ll figure it out. When that happens, it will partially replace Google… Do I think that three years from now we’ll receive as much search traffic from Perplexity, OpenAI, and others as we currently get from Google? Definitely not. But will we see some? I certainly hope so.”

Dig deeper. Is ChatGPT the Google Search killer we’ve been expecting?

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