OpenAI is reportedly working on a web search offering, partially utilizing Microsoft Bing’s technology, according to an insider speaking with The Information.

This news isn’t entirely unexpected, especially since:

• OpenAI already operates a web crawler called GPTBot.
• Subscribers to ChatGPT Plus have access to Browse with Bing, which enables web searching.
• Microsoft Bing incorporates a version of OpenAI’s GPT-4 tailored for search purposes.

Why it matters. OpenAI has successfully launched ChatGPT, a widely adopted tool that some users reportedly treat like a search engine. If the company does officially roll out a dedicated Search product, it will be interesting to observe whether it can generate notable organic traffic or become a meaningful channel for businesses and marketers.

Is Google at risk? While more search options are always welcome, I remain doubtful that OpenAI can build a product capable of seriously competing with Google in the near future.

Even Microsoft — a tech giant valued at $3 trillion — has struggled to gain traction against Google over the past 20 years, despite significant investments in AI-driven search features over the last year alone. Case in point: One year later: Little change to Microsoft Bing’s search market share.

As highlighted during recent testimony by Microsoft CEO Satya Nadella in the ongoing Google antitrust case, Google is synonymous with search — it's become second nature to users.

We’ve seen many so-called “Google killers” come and go (Blekko, Cuil, Neeva, and others), only to fade into obscurity. The truth is, Google Search remains unmatched.

For perspective on how far ChatGPT still has to go: Google received approximately 84.2 billion visits in December, compared to just 1.6 billion for ChatGPT.

The report. OpenAI Develops Web Search Product in Challenge to Google (subscription required).

Learn more. No, ChatGPT isn’t stealing Google’s search market share

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