OpenAI's SearchGPT Targets Google Search

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OpenAI's SearchGPT Targets Google Search

On Monday OpenAI is expected to reveal its new search-engine AI product to rival Google’s SGE and Perplexity per Bloomberg. This is a declaration of war by the most popular AI product builder on the biggest tech revenue stream of all time to coincide with Google’s I/O 2024 dev con. Google made $190B in 2022 and $175B in pure profit from search in 2023 with ~90% market share. So it has a lot to lose, and disruptors see much upside.


The domain now shows a search bar but will host a conversational search bot that pulls 300-character answers from the live net by citing sources including blogs and Wikipedia. It will also offer image-based searches and answers and widgets for weather, sports, & finance etc.

AI-powered search is blowing up among young users, with 61% of GenZ and 53% of Millennials opting for them over legacy search engines. This has benefited Microsoft’s Bing, but also AI Search upstarts like the $1B pmv Perplexity (our feature) and fresh new stealth AI search startup Upend. Both target students and enterprises by tapping the best LLMs available.

A Crowded Field

The AI search shake-up could be the best window ever to disrupt Google’s search engine chokehold, and OpenAI with its powerful AI summarization and deep pockets could be the catalyst. In Google’s favor, its “SGE” Search Generative Experience is in roll-out now and initial results are impressive. Also, crucially, on its Q1 earnings report call Satya Nadella said Google’s cost of serving AI search results has dropped by 80% over the past year.

Google’s problem is AI search directly conflicts with its ad revenue model, so does it have enough of a moat to protect its outsized market share?

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"The problem is that LLMs like GPT-4 are going to disintermediate and perhaps destroy Google search, the bulk of its business.”

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