Rumours are swirling that ChatGPT creator OpenAI is developing a new web search product that may challenge established players like Google and Bing. According to a recent report by The Information, OpenAI is working on a search tool that would likely utilize Microsoft's Bing search functionality as a foundation. While OpenAI has not officially confirmed these plans, their efforts to expand ChatGPT's knowledge and web browsing abilities suggest the company is moving toward a more contextual, conversational approach to search. The report speculates the new tool may be integrated directly into ChatGPT itself as a premium feature for paying subscribers. However, launching it as a standalone search product also remains an option. OpenAI tapping Bing to potentially power elements of its rumoured search offering aligns with Microsoft's massive investments in the AI startup over recent years. Microsoft has already incorporated OpenAI's models across products like Bing web search and Copilot. Leveraging the two companies’ strengths, OpenAI’s search tool may take a knowledge-based approach that surpasses traditional search engines focused solely on keywords and links. While intriguing, it remains unclear whether the integration of AI like ChatGPT will actually draw users from Google Search. Microsoft has gone down this path before, trying to beat Google with AI search experiences but it barely saw any increase in market share. OpenAI’s technology offers interesting new possibilities, but users tend to stick with habit when it comes to basic tools like web search. Yet, regardless of the potential challenges, news of OpenAI's ambitions proves the era of traditional searching may be slowly coming to an end.
