After ChatGPT Search became available to free users on December 16, 2024, following its initial October 31 launch to select users, one journalist conducted a week-long experiment using OpenAI’s AI-powered search engine as their default browser search tool. The results reveal significant differences between ChatGPT Search and Google Search that highlight why traditional search engines maintain their dominance despite AI advancements.
ChatGPT Search allows users to receive quick, up-to-date responses with natural language processing, including sports scores, news, stock quotes, and relevant links displayed in a right-hand tab. Users can now set ChatGPT Search as their default search engine in web browsers, routing all queries through OpenAI’s AI chatbot instead of traditional options like Google or DuckDuckGo.
The experiment revealed a fundamental difference in approach: “Google shows, ChatGPT tells.” While ChatGPT Search provides concise summaries with typically one to seven in-text links and eight to 13 relevant sources, Google offers seemingly endless scrolling options. When searching for a “55-inch TV stand,” Google displayed countless product options with visual arrays and filtering capabilities, while ChatGPT Search presented only about five products with limited visual presentation.
Google’s keyword optimization proved superior for quick, broad searches. The journalist frequently opened a separate browser with Google as the primary search engine because ChatGPT Search took longer to provide needed answers. Google’s decades of dominance have created user habits optimized for single-keyword searches that instantly deliver relevant links, along with filters for images, videos, news, and shopping.
However, ChatGPT Search excelled at specific, open-ended research queries. Questions like “What was President Gerald Ford’s most notable accomplishment” or “How did Gerald Ford’s legacy differ from other presidents” benefited from ChatGPT’s ability to organize information concisely, saving users from reading hundreds of articles that might not address specific questions.
The journalist noted that Google’s AI Overviews feature, which provides short summaries at the top of queries while allowing users to scroll through other sources, offers more agency in information consumption. Google’s head of search, Liz Reid, stated at Google I/O in May that “Google will do the Googling for you,” a promise the journalist found generally accurate. The conclusion: while both products have valuable uses, ChatGPT Search cannot yet replace what Google has spent decades building.
Key Quotes
This blends the benefits of a natural language interface with the value of up-to-date sports scores, news, stock quotes, and more
OpenAI described ChatGPT Search’s capabilities in its announcement, emphasizing how the tool combines conversational AI with real-time information access to create a new search experience.
Google will do the Googling for you
Liz Reid, Google’s head of search, made this statement at Google I/O in May 2024, summarizing Google’s approach to AI-enhanced search that the journalist found generally accurate in practice.
I feel Google shows, ChatGPT tells
The journalist’s key observation captures the fundamental difference between the two platforms: Google presents vast arrays of options for user selection, while ChatGPT Search curates and synthesizes information into concise responses.
Our Take
This real-world test reveals a crucial insight about AI adoption: superior technology alone doesn’t guarantee market disruption. ChatGPT Search demonstrates impressive AI capabilities in natural language understanding and information synthesis, yet struggles to replace Google’s utility for everyday searches. This reflects a broader pattern in AI deployment where new technologies must overcome not just technical challenges but deeply ingrained user behaviors and workflows.
The experiment suggests that AI search engines and traditional search will likely coexist, each serving distinct use cases. ChatGPT Search’s strength in answering specific questions positions it as a research assistant rather than a Google replacement. For OpenAI, this means the path to search market share may require years of user habit formation, not just feature parity. The findings also validate Google’s strategy of integrating AI Overviews into existing search rather than completely reimagining the experience—evolution may trump revolution in this space.
Why This Matters
This hands-on comparison represents a critical test of whether AI-powered search engines can disrupt Google’s decades-long dominance in the search market. As OpenAI democratizes access to ChatGPT Search by offering it to free users, the question of whether conversational AI can replace traditional search becomes increasingly relevant for the tech industry’s future.
The findings reveal that AI search and traditional search serve different purposes rather than being direct replacements. ChatGPT Search’s strength in synthesizing information for specific questions demonstrates AI’s value in reducing information overload, while Google’s breadth and keyword optimization remain superior for exploratory searches and product discovery. This suggests a future where multiple search paradigms coexist rather than one replacing the other.
For businesses, this has significant implications for SEO strategies and digital marketing. Companies may need to optimize content for both traditional keyword-based search and AI-driven conversational queries. The experiment also highlights challenges for OpenAI in competing with Google’s entrenched user habits and comprehensive infrastructure, suggesting that disrupting the search market requires more than superior AI technology—it demands fundamental changes in how users interact with information online.
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Source: https://www.businessinsider.com/chatgpt-search-default-web-browser-engine-compared-google-2024-12