We are quickly witnessing the Googlization of ChatGPT and the ChatGPTization of Google Search. It’s a fascinating time to be involved in Search, that’s for sure. I cover several new ChatGPT Search features announced as part of OpenAI’s Ship-mas.
On the eighth day of ship-mas OpenAI announced some exciting news about its ChatGPT Search product. And it’s clear we are seeing the Googlization of ChatGPT happening before our eyes. And of course, we are seeing the ChatGPTization of Google as well (as Google Search starts adding more ChatGPT-like functionality).
Below, I’ll cover some new features that OpenAI announced on Day 8 of ship-mas, including Local Search advancements, changes to search results for navigational queries, showcasing prominent brands for certain types of searches, and then one of the most exciting features — which is Search being integrated with ChatGPT’s live mode. And that feature brings us closer Jarvis becoming a reality. More on that soon.
ChatGPT Search:
First, ChatGPT launched Search in October for paid members, but it’s now being released to all logged-in accounts. With ChatGPT Search, chat can now search the web for information when it needs it. And if ChatGPT is going to compete with Google, tapping into Search was a necessity.
For example, here’s a search for ‘best sand wedges 2024’. As you can see, ChatGPT taps into the web to find articles covering the best sand wedges. Hovering over each source in the results triggers a card with more information (and a link to the third-party website).
And clicking the “Sources” button at the bottom of the results triggers a right-side panel containing all citations and third-party sources. Again, plenty of links to publishers which is great to see.
It’s also worth noting that all links from ChatGPT contain utm parameters with chatgpt.com as the source (so you can view data in your analytics reporting).
Heading towards Jarvis:
Back in early 2023 when I wrote a post about Google’s code red based on ChatGPT launching, I explained where I thought AI chatbots in Search was headed. And that’s everyone having their own personal Jarvis – one that knows everything about you, it can research on your behalf, take actions on your behalf, and more. Well, both Google and OpenAI are driving forward to reach that goal. And others are nipping on their heels like Perplexity, Anthropic, etc. Note, I’ll cover more about Search being integrated with live mode soon.
Here’s my point about driving towards Jarvis from my post in 2023:
Hello Local Search:
As part of OpenAI’s announcement on December 16th about ChatGPT Search, OpenAI explained they are launching maps integration with local listings. If your search is local in nature (like searching for restaurants in your area), ChatGPT can return local listings with a map. You can switch between the map and list mode, tap a business for more information, and then call or visit the website. One important observation was that reviews were not present (yet). That’s critically important for local searches, so I’m sure that’s coming.
Here is list mode:
Tapping a business pulls up a card with more information and links:
Google Search is incredibly important for local businesses, many have noted that local listings often act as their websites in the SERPs, ranking in the local pack is super important, etc., so ChatGPT now having a ‘local mode’ is important. I’m sure every local search consultant or agency have alarms going off right now since this opens up a new world for them and their clients.
And on that note, I wonder if OpenAI will launch something like Google Business Profiles where businesses can sign up, add their information, maintain listings, etc.? Or will OpenAI just partner with a third-party data provider with a ton of local business information? It will be interesting to watch how they proceed on that front. Again, Local Search is huge.
Improved Navigational queries (and the ad opportunity):
Next up was an improvement to navigational queries. A navigational query is one where a user is looking to get to a specific site or location within a site (hence “navigate”). For example, if you enter Reddit, ChatGPT now brings up a brand card enabling you to quickly visit the site. Many people search Google every day for brands, sites, etc., and expect a quick way to get to that site, so it’s smart that ChatGPT Search is adding something on that front.
Here is the new card showing up:
But there’s more on the navigational front. The next example OpenAI provided of enhancing ChatGPT Search will inevitably anger some companies. If you search for a category of business, ChatGPT Search can list the most prominent brands at the top of the SERP (with one being the uber-brand with a larger card and treatment). This leaves out many brands obviously and I’m sure a number of companies will not be happy when they are left out.
Here is a search for ‘vacation booking sites’:
Ad opportunities surface!
I had to mention that this brings a big opportunity for OpenAI to run ads. The card format can easily include ads in my opinion. And that could be a quick way for OpenAI to start driving revenue from ChatGPT Search. I can only imagine that many companies would pay to be listed at the top of the SERP for category queries like that (or for bidding on brand names). And if the ad system works like Google Ads, you would be able to bid on brand names as long as the brand isn’t visible in your ads. For example, Amazon Prime could bid on the query ‘Netflix’, and vice versa.
Below is a mockup of how easily sponsored listings could be incorporated for a query like “vacation booking sites”. Notice the ‘Sponsored’ tag in the larger card in the SERP and in the right side links:
ChatGPT Search with live mode brings Jarvis closer to reality:
This was exciting to see in the video, and I’m excited to test it out once it arrives (hopefully within the next few days). I’ve said for a long time that we are headed to a time when everyone has their own personal Jarvis (as I covered earlier in this post). And OpenAI just took a big step in that direction with live mode. Now ChatGPT live mode can tap into search for the most current information. And that leads to a more natural and up-to-date live conversation with ChatGPT.
For example, you could ask ChatGPT about the latest news and information related to the topic you are searching about. In the video below, you can see they ask ChatGPT about upcoming events via Search. That wasn’t possible until this update. And if you think about how Iron Man spoke with his Jarvis, you know that a natural conversation with real-time data is super important. We are getting closer and closer to that reality.
Here is the announcement from OpenAI about Search in live mode (at 8:10 in the video):
By the way, Google has live mode too… and it always tapped into the latest information via Search. It’s called Gemini Live and has been around since August 2024.
Wrapping Up: Day 8 of ship-mas was exciting for the Search industry.
To *wrap* things up (pun intended), it’s incredibly important to understand that we are seeing the Googlization of ChatGPT while also seeing the ChatGPTization of Google. The latest ChatGPT search features bring the product closer to a true search engine, which I’m sure has Google a bit nervous… And there are now clear opportunities for advertising in ChatGPT Search. And finally with live mode, you can see how this is all headed to a personal Jarvis for everyone (with natural conversations tapping into real-time data).
Exciting times. Stay tuned. 🙂
GG
The post ChatGPT Search creeps closer to Google – OpenAI’s Ship-mas brings maps for Local Search, improved results for navigational queries, and live mode with Search first appeared on The Internet Marketing Driver.
