ChatGPT and Paid Search: GRP's POV
Many of you may have seen the media fervor over ChatGPT which has been dubbed a “Google Killer” and the ultimate revenge story for Microsoft/Bing Ads. The media really loves a good fight between staunch rivals, albeit a perceived fight.
According to NYT, “ChatGPT is the best artificial intelligence chatbot ever released to the general public. It was built by OpenAI, the San Francisco A.I. company that is also responsible for tools like GPT-3 and DALL-E 2, the breakthrough image generator that came out this year.” It could replace what traditional search queries generate which is a list of links/images instead of actually answering a question in a meaningful way.
If you haven’t already, we encourage everyone to download the free 3 day trial of the ChatGPT app (or free online at https://chat.openai.com/chat) and see for yourself. GRP’ers have been playing around with it over the past few days and we’re trying our hardest to figure out a way to get it to write search copy! It’s equal parts fascinating, funny, frustrating and frightening. In our conversations, it pronounced that it was human (for which we responded, “now that’s hilarious” but it didn’t understand). Many people report that it has generated incorrect or non-sensical responses which has cast a lot of doubt on the LLM (Large Language Model) it was built upon. ChatGPT does have this disclaimer before starting: While we have safeguards in place, the system may occasionally generate incorrect or misleading information and produce offensive or biased content. It is not intended to give advice.
After contacting Microsoft Ads, they told us that ChatGPT will be integrated into Bing search at some point but Microsoft has not made any official announcements at this time. Not to mention that Google has already built a similar chatbot and has been slowly integrating it into its search algo’s. As all of us in the search marketing industry know, Google does things in slow, measured steps. I am quite certain that if anyone can figure out how to monetize this new tech, it’s Google. However, they may need to speed it up a little to take on any potential rivals.
领英推荐
At this time, we will be monitoring the situation at Microsoft and Google to see if it really will be the revolutionary change everyone is predicting. Disruptors are nothing new to this space and that’s why it’s so fun to be in!
P.S. In case you’re all wondering, no, this POV was not written by ChatGPT!
By Mara Schneider, Digital Director