ChatGPT and the unbundling of online search

ChatGPT and the unbundling of online search

ChatGPT has become a remarkable AI tool that has fascinated individuals across various domains and age groups. Developed by OpenAI, this large language model (LLM) can seamlessly interact with users and perform a range of tasks, from composing a complete school essay to detecting errors in code. Nowadays many people turn to ChatGPT for addressing their queries than other sources. In this article, we explore the potential of ChatGPT to disrupt Google’s decades-long dominance in the search engine industry and examine its future prospects.

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What is ChatGPT?

The advent of conversational tools like chatbots has significantly eased the daily lives of humans. However, the introduction of the ChatGPT conversational AI tool marked a revolutionary breakthrough in technology. Developed by OpenAI, ChatGPT was trained on an extensive amount of text data, allowing it to generate conversations similar to those between human beings.

The wide-ranging applications of ChatGPT are diverse, including educational purposes where students can easily access well-explained answers without referring to multiple sources. Content creators also benefit from the tool, which can generate content with minimal input. Additionally, ChatGPT can be used for casual conversations about any topic. Furthermore, programmers can use ChatGPT to generate, correct, and refine their code.

In conclusion, ChatGPT has proven to be a significant milestone in the field of conversational AI tools, providing efficient solutions to multiple tasks, ranging from education to content creation, and even coding. The introduction of such technology has not only reduced human effort but has also significantly enhanced the efficiency and accuracy of various tasks.

How ChatGPT is changing online search?

ChatGPT has made online searching more interesting and interactive. People do not have to rely on search engines and keep on trailing out relevant keywords and waste their time looking for the best results. This is because most search engines work on an algorithm that gives resultant web pages that match the specific keywords. The problem with this approach is it may give out many different web pages and some of them may be completely misaligned with the requirements. So the user has to go through most of the web pages unless he/she gets the apt output. 

With its capability to analyze user behavior and understand search patterns, ChatGPT can tailor its responses to provide more accurate and relevant results, making it an effective tool for personalized search. Moreover, ChatGPT can adapt to user preferences over time, which enhances its ability to deliver customized search results. ChatGPT’s significant advantage is its memory retention capability, enabling it to recall past conversations and enhance future interactions. Not only can ChatGPT provide answers to a user’s question, but it can also remember the context and details of the previous conversation to offer more precise and relevant results in subsequent interactions.

Furthermore, this feature allows ChatGPT to handle complicated tasks and conversations that involve multiple steps. It can store information about previous steps in a conversation and use it to continue the conversation seamlessly. The ability to recall past conversations also makes ChatGPT a valuable tool for personalization. It can retain user preferences, search history, and previous interactions, leading to more customized and tailored search results. This can ultimately improve the user experience and incentivize users to engage more frequently with ChatGPT.

Collaboration with Microsoft 

Recently, Microsoft announced a partnership with OpenAI to integrate ChatGPT into its own conversational AI tools, such as Azure and Microsoft Teams. This partnership aims to enhance the conversational experiences for Microsoft’s customers by integrating ChatGPT’s natural language processing capabilities with Microsoft’s existing conversational AI tools. By doing so, customers can communicate with AI in a more human-like way, which results in more accurate and helpful responses.

One of the main advantages of this collaboration is the ability to create more personalized and engaging conversational experiences for Microsoft customers. ChatGPT’s integration will enable Microsoft to train its AI to understand the conversation’s context and provide more relevant and tailored responses. Additionally, the integration of ChatGPT with Microsoft’s conversational AI tools will allow businesses to automate their customer support and engagement services. This will reduce the workload on their human support staff, saving time and resources, while also improving the quality of customer service.

Challenges faced by ChatGPT

While ChatGPT can produce responses that are grammatically accurate, it is prone to generating answers that may not be factually correct. Additionally, since language models like ChatGPT do not provide citations, verifying the accuracy of their output can be challenging. Another challenge associated with using language models like ChatGPT is the high cost of running them. It is estimated that running ChatGPT for one million daily users can cost up to $100,000 per day. Moreover, language models like ChatGPT are slower in generating responses compared to traditional search engines that can return millions of results within milliseconds.

Another limitation of language models like ChatGPT is that they require expensive and time-consuming retraining every time they need to be updated with new knowledge. Additionally, integrating conversational language models into search engines presents technical challenges such as fact-checking and ensuring the relevance of results. Since the AI model is trained on the dataset till 2021 it has no access to real-time information which is a major disadvantage when compared to search engines.


ChatGPT has revolutionized the field of conversational AI with its ability to understand and respond in natural language, thereby enhancing the search experience. However, the accuracy of its responses and the high cost of running it are challenges that need to be addressed. The trend towards unbundling online search has led to the integration of conversational AI tools like ChatGPT, which offer more personalized and efficient search experiences. 

Nonetheless, integrating such tools into search engines presents technical and ethical challenges that must be addressed. Despite these challenges, ChatGPT’s development and integration into search engines represent a significant step towards more human-like and personalized online search experiences.

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