Is ChatGPT the future of search?

Shreyansh Kotak
Product Designer
Read Time
4 min read
Published On
January 17, 2023

ChatGPT has been creating a buzz in the tech industry since its release. Since OpenAI made ChatGPT available to the public late last November, that’s all everyone has been talking about.

There are reports that Microsoft is working with OpenAI to incorporate ChatGPT in their Bing search engine. Additionally, there are reports that suggest Google is working on building something to compete with ChatGPT. The idea of GPT-based search engines is becoming increasingly popular as a potentially revolutionary new way of finding information.But is this the future of search? In this blog post, we will explore the potential impact of GPT-based search engines on the search industry.

What is ChatGPT?

ChatGPT, short for Chat Generative Pre-trained Transformer, is a state-of-the-art language generation model developed by OpenAI. It can generate human-like text based on a given prompt or context. One of its unique features is its ability to complete a given text or sentence, making it useful for a wide range of natural language processing tasks such as language translation, text summarization, and question answering.

Source: OpenAI

Advantages of GPT-Based Search

The main advantage of having GPT-based search engines is that they can provide more accurate and personalized results. Using natural language processing and machine learning, they can better understand user intent and deliver more relevant results.


GPT-based search engines can handle a wide range of information, from simple facts to complex topics, as well as understand and respond to various types of questions, making them flexible and adaptable to different information needs.

Interactive search

GPT-based search engines can have a more interactive search experience. For example, a chatbot could lead to a dialogue between the user and the search engine to gather more information about the user’s intent or to provide clarification on a query, which may ultimately lead to better search results.


Due to its natural language understanding and generation, it can help users to save time when they are looking for information. It can understand the user’s intent and provide accurate results faster than traditional search methods.

Downsides of GPT-Based Search

Although having search engines give us exactly what information we want might be a dream come true, there are also downsides to consider.

Potential Biases

One risk of GPT-based search engines is that they can be prone to bias. It is because the GPT models could be trained on data that may have biases. As a result, any biases that exist in the training data will be propagated in the search results, potentially leading to inaccurate or unfair results.

Implications for Websites That Rely on Monetization

GPT-based search engines could significantly impact websites that rely on monetization. If these search engines give users the most relevant and personalized results, they may not visit the website and instead rely on the information from the search result. This way of consuming information could reduce the readership of news websites and other sites that rely on ads or subscriptions for revenue.

In addition, this could also lead to a homogenization of information, as the search engine is the only entity providing a single result.


Another downside of GPT-based search engines is that they can lead to the spread of misinformation. The search engine is only as accurate as the training data, which may contain inaccurate or outdated information. As a result, inaccurate or outdated information may be presented to users, leading to the spread of misinformation.

Potential Solutions

Given the potential downsides of GPT-based search engines, there needs to be a middle ground that allows us to take advantage of the technology while minimizing the potential risks.

Hybrid Approach

One potential solution is to use a hybrid approach, combining GPT-based models with traditional search algorithms. This approach would allow the search engine to take advantage of the personalized and accurate results provided by GPT-based models while relying on traditional search algorithms to ensure accuracy and fairness.

Providing References

Another way to mitigate misinformation is to have references for the information provided. This approach doesn’t address the implications for websites that rely on visitors and monetization, but it is a step in the right direction to avoid misinformation. has taken this approach to their ChatGPT like search YouChat. The A.I. includes a link to the references from where it has pulled the information in its responses. The user can ensure the information is from trustworthy sources and can explore further.

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Our Takeaway

GPT-based search engines have the potential to revolutionize the way we find information, providing more personalized and accurate results. However, there are potential downsides to this approach. It is important to find a middle ground that allows us to take advantage of the technology while minimizing the potential risks.

If you are a business looking for customized integration of GPT into your application, our team at Perpetual has experience integrating GPT and other cutting-edge technologies into applications. Contact us to learn more about how we can help you take advantage of the power of GPT to give your app A.I. superpowers.