OpenAI's ChatGPT now processes search query volumes equal to about 20% of Google's, according to Adam Fry, head of consumer products for ChatGPT at OpenAI. Speaking at a media event on Monday, Fry defined "search" as instances where a user enters a query that triggers a web search, excluding tasks such as defining terms or providing simple instructional steps. He did not specify the source for his data on Google's search volume.
A Notable Milestone, But Google Still Leads by a Wide Margin
A 20% share still leaves ChatGPT a long way from surpassing Google. During the 2023 antitrust trial involving Google, Microsoft CEO Satya Nadella noted that Bing held only about a 3% share of the search engine market even after more than a decade of effort. The Verge points out that Google identified AI as a potential disruptor during that same trial, acknowledging that ChatGPT could pose a competitive threat—a view OpenAI now appears to share.
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Search Infrastructure and an Industry in Transition
The report notes that OpenAI's search functionality likely relies heavily on Microsoft's Bing while also utilizing its own proprietary search index. There has also been speculation that some queries may be routed to Google. The news arrives at a time of transition for the search engine industry. Google has been steadily reducing the traffic it directs to third-party websites while investing heavily in AI tools, including "AI Overviews" and other generative AI features such as personalized search results that incorporate visualizations and charts. Meanwhile, as more search queries shift toward services offered by OpenAI and other AI labs, various companies are investing in similar AI-driven search experiences, even if they go by different names. OpenAI refers to this as an "Intelligent UI"—creating visual, interactive interfaces within chatbot responses. "That's where this technology is going," Fry said. "You're having a conversation with a canvas."
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Advertising and the Road to Profitability
Like Google, OpenAI views advertising as a potential path to profitability—a consideration that carries extra weight as the company reportedly eyes an initial public offering early next year. OpenAI has previously defended its advertising model, and Fry told reporters that the inclusion of ads has not triggered any lasting backlash. "The advertisements have not had a negative impact on the product or the user experience," he said, adding that "most people don't seem to mind the ads within the product." Last month, OpenAI announced that it would begin displaying images of sponsored products and services in ChatGPT, moving beyond the previous practice of showing only company names, logos, and product links. "The ads have perhaps shown us that there is actually more we can do," Fry remarked.
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