The Human Element of Search: Will ChatGPT AI Power the Future of Search Engines?

I sit in the office, staring at my laptop, a question running through my mind.

I know Google has the answer for me and I know it’ll take less than 5 seconds to type the question, hit enter, and read the answer. Yet I don’t do it.

Instead, I choose to sit there contemplating, trying to figure it out before eventually resorting to asking a colleague.

“Should I use affect or effect?”

The Benefit of Human Interaction over Search Engines

What’s just happened?

Well for all its benefits and plaudits, sometimes using Google to get instant answers just isn’t as satisfying for the human experience as genuine human interaction. Sometimes it’s good to get some context around the answer you seek in an engaging and informative way dressed up in conversation, playful jibing, and conversational discovery.

You ask Google a question, Google gives you an answer (most of the time - if you’ve ever tried searching about visas you’ll know Google doesn’t always give you a straightforward answer). But did I learn anything? Was this experience memorable in any way that would mean in two weeks time I wouldn’t need to search for that same question again?

For me, no.

I still don’t understand the difference between affect and effect. I remember the answer for as long as I need it in that situation and then forget.

Microsoft's ChatGPT: A Game-Changer for Search Engines?

Microsoft has announced that it plans to use the same AI used in ChatGPT within Bing to provide actual answers to some searches rather than displaying relevant links. The company is hopeful that it can increase its rivalship with Google, with its more than 90% share in search engine traffic compared to Bing’s three percent.

Mary Jo Foley, editor-in-chief at DirectionsOnMicrosoft.com believes that rather than replacing the traditional search platform, ChatGPT intelligence could be used to complete Microsoft’s “Bing Concierge Bot”, a service which could provide more contextual answers to not just search queries on Bing, but business-specific queries across other Microsoft products like Teams, SharePoint and more.

She also speculates whether ChaptGPT and Bing is something that users actually need:

“Sure, ChatGPT could evolve Bing web search into something more conversational, rather than having users craft query terms to get the results they need. But do people really need that? It feels as if users have become accustomed to and proficient at crafting queries, and conversational search could be cumbersome.”

Google vs Bing: Can AI Make a Difference?

I somewhat agree with what she suggests. From a professional perspective and those well-versed in the suite of business tools provided by Microsoft, an AI chatbot could just get in the way. But for those of us deliberately not using Google for questions like “Should I use affect or effect?” a human-like conversation with your search engine could help make the answer more contextual, more memorable and more desirable.

While there are certainly benefits to being able to get instant answers from Google, there is something to be said for the human element of conversation and the ability to have a more in-depth, contextual understanding of the answer to a question. Microsoft's plan to use AI in Bing to provide actual answers rather than just relevant links could potentially make the search experience more engaging and informative for users.

Not sure where to start with your PPC Management? I offer a free 30 minute consultation where we can discuss the problems you’re facing and how my solutions could help you. Click here for more information and to book your session.