OpenAI challenges Google Search by making ChatGPT search free for all users

The news: OpenAI began rolling out freeChatGPT’s search Tuesday to all logged-in users two months after it made the feature available to paidChatGPT Plus and Teams subscribers.

It’s OpenAI’s boldest move to disrupt search to date and an indication of where it intends to focus its expansion on its path to becoming a for-profit company. 

Search is the holiday surprise: OpenAI has been on a tear during its “12 Days of OpenAI,” quickly rolling out updates and new products, including its Sora video generator. It was also heavily featured as a partner in the latest Apple Intelligence updates.

Opening ChatGPT search to all users was a smart holiday play by OpenAI, considering 76% of US consumers said they would buy at least half of their holiday purchases online, per Bain and Co.

• During our testing of ChatGPT search for price comparisons, we were able to source the cost of an Asus ROG Ally X gaming handheld from three retailers: Best Buy, Amazon, and Newegg. ChatGPT quickly surfaced item pricing from each seller, along with real-time inventory information and product links. 
• For other searches like restaurant locations, ChatGPT behaves more like a traditional search, with a list of results, accompanying images, ratings, and hours.

Chasing default search: OpenAI is looking to make ChatGPT search more prominent, possibly with its own web browser. But for the time being, the company recommends using a browser extension in Google Chrome to make it the go-to search option, per PCMag.

• For other browsers like Safari, Mozilla Firefox, and Brave, users can create bookmarks and shortcuts to access ChatGPT search.
• Default search deals with existing browsers could be expensive. Google reportedly pays around $18 billion per year to be Apple’s default search provider.

Our take: OpenAI has the opportunity to capture an audience that may not be interested in generative AI (genAI) but is completely reliant on search.

The opportunity is sizable given that 61% of B2B marketers worldwide cite search engine marketing as the paid channel producing the best results, per the Content Management Institute (CMI).

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