Enlarge (credit: Benj Edwards / OpenAI)

Arguably, few companies have unintentionally contributed more to the increase of AI-generated noise online than OpenAI. Despite its best intentions—and against its terms of service—its AI language models are often used to compose spam, and its pioneering research has inspired others to build AI models that can potentially do the same. This influx of AI-generated content has further reduced the effectiveness of SEO-driven search engines like Google. In 2024, web search is in a sorry state indeed.

It’s interesting then, that OpenAI is now offering a potential solution to that problem. On Thursday, OpenAI revealed a prototype AI-powered search engine called SearchGPT that aims to provide users with quick, accurate answers sourced from the web. It’s also a direct challenge to Google, which also has tried to apply generative AI to web search (but with little success).

The company says it plans to integrate the most useful aspects of the temporary prototype into ChatGPT in the future. ChatGPT can already perform web searches using Bing, but SearchGPT seems to be a purpose-built interface for AI-assisted web searching.