Unbundling online search and integrating an LLM resource like ChatGPT into products can reduce the need for and dominance of Google Search.
Since the release of ChatGPT in November, there has been a lot of speculation about OpenAI’s latest large language model (LLM) spelling doom for Google Search. The sentiment has only intensified with the recent report of Microsoft preparing to integrate ChatGPT into its Bing search engine.
There are several reasons to believe that a ChatGPT-powered Bing (or any other search engine) will not seriously threaten Google’s search near-monopoly. LLMs have several critical problems to solve before they can make a dent in the online search industry. Meanwhile, Google’s share of the search market, its technical ability and its financial resources will help it remain competitive (and possibly dominant) as conversational LLMs start to make their mark in online search.
Meanwhile, the real (and less discussed) potential of LLMs such as ChatGPT is the “unbundling” of online search, which is where real opportunities for Microsoft and other companies lie. By integrating ChatGPT into successful products, companies can reduce the use cases of Google Search.
While ChatGPT is a remarkable technology, it has several fundamental problems, which are also present in other LLMs. This is why Google, which already has similar technology, has taken a conservative approach toward integrating conversational LLMs into its search engine.
