OpenAI announced Thursday it would start testing a prototype of a new search-based AI tool called SearchGPT, kicking off the next phase of the search industry’s rapid AI remodel.

Why it matters: Tech leaders believe that traditional search engines will give way to ChatGPT-style conversational interfaces as the dominant mode of information gathering online.

• But most AI chatbots today don’t do a reliable job of keeping up with current news and information, ensuring accuracy or crediting sources.

The big picture: Google and Microsoft, the last major players left standing in the traditional search business, are already weaving generative AI into their search engines, with mixed results.

• Microsoft announced Wednesday it was beginning to test a new version of Bing’s “generative search experience” that produces “a bespoke and dynamic response to a user’s query.”

OpenAI’s new offering promises to cite and link to sources and to let users refine their inquiries in the course of dialogue with the bot.

• SearchGPT is “designed to give you an answer,” OpenAI said in its announcement.
• “SearchGPT will quickly and directly respond to your questions with up-to-date information from the web while giving you clear links to relevant sources.”
• “You’ll be able to ask follow-up questions, like you would in a conversation with a person, with the shared context building with each query.”

How it works: The company has a waitlist for users to request access to SearchGPT, which for now will operate separately from other OpenAI services like ChatGPT.

• OpenAI described SearchGPT as a “temporary prototype” and said, “We plan to integrate the best of these features directly into ChatGPT in the future.”

Between the lines: OpenAI also said it was partnering with publishers to make sure that the new tool would be “prominently citing and linking to them.”

• Content providers will be able to feature their material through SearchGPT without providing it for use in training the company’s AI models, the company added.

Zoom out: OpenAI and its rivals are all betting that most users would rather just ask a question and get it answered than dig through search results.

• That makes sense for casual queries and simple facts (” What time is the Super Bowl? “), but AI search summaries like Google’s have so far fallen down when faced with complex topics, controversies and ambiguities.

Follow the money: Much of the current information on today’s web is either tucked behind paywalls or larded with popup videos and annoying ads.

• Chatbot search answers don’t come with such distractions, making them a relief — but that’s just because the AI companies haven’t yet loaded up on “monetization” features to try to pay for their expensive technology.

What’s next: Google had a bumpy ride rolling out its AI-driven search summaries, and the industry will be watching closely to see whether OpenAI’s approach provides better answers.

Editor’s note: This story has been updated with additional material.