The days of “just Google it” as the go to solution might be dwindling. The landscape of search technology has dramatically changed with the rise of GenAI. Traditional search engines–once the primary means to quickly access information–now face competition from GenAI-driven platforms that offer more intuitive, personalized search experiences. Gartner predicts that search engine volume will drop by 25% by 2026, due to AI chatbots and other virtual agents.
Recognizing the impact of GenAI on search is essential for everyone. For users, it encourages a fresh perspective on how they discover products and engage with information. Businesses need to adapt to stay visible and connected in a highly competitive digital environment. Digital marketers should start rethinking their strategies to harness AI’s potential while staying in tune with what users really want and need.
Current Limitations of GenAI as a Search Engine
One big challenge facing current GenAI systems and chatbots is their struggle with real-time, need-based queries. For example, if a user asks, “where is the best place to get ice cream near me?” ChatGPT responds with “I can’t pinpoint your exact location, but I can help you find a great ice cream place! Try checking local review sites or apps like Yelp or Google Maps”. While this guidance is somewhat helpful, it requires users to conduct further research. If the user refines their question to “where is the best place to get ice cream in Lincoln Park, Chicago,” ChatGPT may provide a list of specific places but often lacks direct links or addresses unless explicitly requested. This can be frustrating for users seeking quick, precise information, especially on mobile. Traditional search engines like Google excel in delivering real-time, location-based results with minimal effort.
Moreover, LLMs face other challenges that can lead to less than perfect search results. One major issue is AI hallucinations, where the model generates an output that is not grounded in its training data or fails to follow identifiable patterns. Additionally, AI bias remains a concern, as LLMs can produce biased results that mirror societal biases present in their training data. These complexities highlight the limitations inherent in LLMs and the additional legwork required to obtain accurate answers.
Google’s Response to GenAI
In response to the rising competition from other GenAI players, Google has rolled out its own GenAI capabilities. This marks a shift for the company, as it faces its first real threat to search dominance in nearly two decades. While Google has been leveraging AI for years –such as using machine learning for spellcheck and BERT for enhanced query understanding–rolling out GenAI capabilities is crucial for the company to maintain their competitive edge.
Google is integrating its GenAI platform, Gemini, into its search engine to produce AI-generated summaries. This feature aims to deliver concise and relevant overviews of search results, helping users quickly find the answers they need. In 2023, Google generated $238 billion in ad revenue, predominantly from search advertising. Acknowledging the competitive and financial stakes, Google must be committed to evolving its search technology to retain its leadership position in the market.
A New Approach with SearchGPT
OpenAI’s SearchGPT–still in its prototype phase–offers a different approach. While Google excels in providing a large variety of data and comprehensive search capabilities, SearchGPT focuses on delivering a single answer with relevant sources.
The key distinction lies in SearchGPT’s conversational nature. Traditional Google searches require users to scroll through multiple search results or repeatedly rephrase queries until they find what they’re looking for. In contrast, SearchGPT enables a more fluid interaction, allowing users to receive initial answers with sources and engage in natural follow-up questions, similar to chatting with a friend.
As we wrap up this first exploration into the evolving landscape of GenAI-powered search, it’s clear that our journey is only just the beginning. In the upcoming second part, we’ll dive into the transformative impacts these technologies are having on digital marketing and SEO. Get ready to explore how the focus is shifting from traditional keyword strategies to a deeper understanding of user intent and the rise of Generative Engine Optimization (GEO).