Generative AI

ChatGPT and Search

Generative Artificial Intelligence (AI) aims to understand and predict information from a particular data set. It is important to know that generative AI is not totally new. It is already used in applications like email via smart compose, which allows the email program to finish a sentence started by a user. In many ways it is an existing tool that has only really ramped up recently.

Generative AI is redefining search and represents one of the most significant evolutions on the internet. This is because generative AI is redefining the overall search and browsing experience by making it more natural and intuitive. With generative AI integrated into the search experience, e.g., Microsoft’s AI-powered ChatGPT for Bing and Edge and Google’s Bard, search and the search engine results page (SERP) are becoming more conversational, more personal, and in many ways more like a personal concierge that could change how we search for travel, buy goods, and research products.

At stake is the $225 global search advertising market, with the introduction of generative AI in search engines raising the competition in search to a level not seen in some time. Also at stake is the broader digital advertising market, which has a combined total addressable market in 2022 of $570 billion.

The report looks at what has been announced to date, how large language models like ChatGPT work and how it could affect market share in the search business.