Google Gemini integrates search functionality into its ad platform and Google’s knowledge graph. This approach allows for a broader, ad-supported return of information, something that ChatGPT does not yet have.
Microsoft Copilot
Microsoft, which collaborates with OpenAI, offers the Copilot tool , which integrates Bing data with multimodal search capabilities. This allows users to perform searches based on images and text combined, an interesting option for companies that want to explore visual content alongside text.
Goal
Meta is developing its own AI search solution, demonstrating that AI applied to search has become a priority for large technology companies. This advancement could bring even more tool options and, consequently, increase competition between platforms, generating more alternatives for companies .
For SEO, this diversification of search tools represents a new student data challenge. Now, in addition to optimizing content for Google, it will be important to consider how AI algorithms on other platforms index and categorize content.
One of the great things about ChatGPT is that it uses UTM parameters in its referral links. This allows content marketers to track traffic from ChatGPT directly in their analytics. This way, companies can better understand the impact of ChatGPT on their visitor flow.
The Future of AI Search: What to Expect?
Future projections indicate that ChatGPT should expand its search capabilities into areas such as shopping and travel. OpenAI has already stated its interest in improving the user experience in these segments , which could mean incorporating new data sources and features that expand the tool's application.
Additionally, ChatGPT is exploring implementing search on platforms like Advanced Voice and Canvas, which could make AI search even more integrated into the daily lives of users and, by extension, businesses.
Thus, with the evolution of technology, access to information becomes faster and more accurate, requiring more and more knowledge and adaptation to make the most of these innovations.