Search Engine Land » SEO » OpenAI starts testing SearchGPT prototype, here’s what it looks like

OpenAI today announced SearchGPT, its long-awaited search product.

SearchGPT is a “temporary prototype” and limited to just 10,000 users and publishers at launch.
OpenAI plans to integrate the “best” parts of the new search features directly within ChatGPT in the future.

How SearchGPT works. SearchGPT responds to queries using its AI models plus information pulled from the web. It will include links to relevant sources, OpenAI explained in a blog post.

OpenAI is teasing SearchGPT like this:

“A prototype of new search features, using the strength of our AI models to give you fast answers with clear and relevant sources.”

What SearchGPT looks like. It looks fairly similar to what it has been doing since the arrival of GPT-4o – what is known as “browse mode.” OpenAI shared some videos of the “faster and easier” SearchGPT experience:

It starts with a search box asking you, “What are you searching for.”
After entering your query, SearchGPT will provide an answer that includes links to sources within the text answers and shows sources beneath the answer.
Additional results will be shown in a sidebar.

Here’s a search for [music festivals in Boone, NC in August 2024]:

Here’s a search for [best tomatoes to grow in Minnesota]:

For publishers. OpenAI is “launching a way for publishers to manage how they appear in SearchGPT, so publishers have more choices. Importantly, SearchGPT is about search and is separate from training OpenAI’s generative AI foundation models. Sites can be surfaced in search results even if they opt out of generative AI training.”

Coming soon. OpenAI said it plans to improve searches related to local information and commerce.

Waitlist. You can join the SearchGPT waitlist here.

The OpenAI search story so far. We first heard about OpenAI’s plan for a search product in February. Rumors heated up in May – but OpenAI didn’t launch its search product (GPT-4o launched instead). Then, earlier this month, The Atlantic CEO confirmed that OpenAI was “going to build a search product.”

Why we care. The next Google won’t do what Google does, as ex-Google CEO Eric Schmidt once said. OpenAI CEO Sam Altman has made it clear he has no interest in copying Google Search – but creating a new user-friendly search that combines LLMs and search without drowning you in advertising. While it’s too early to know whether ChatGPT will become a Google Search killer, this is clearly a story we’ll be watching closely over the coming months and years.

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Danny Goodwin

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo - SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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