I think SearchGPT will be 'forced' to use Bing's system at it's core, much like how it's default search engine is STILL Bing.

I think Microsoft had this plan in motion from the beginning.

Either way, it's something that is needed for sure since Google has gone rogue and is destroying businesses left and right.

I think that we have been fed 25 years + of traditional search and SEO thinking mentality, which although significantly evolved, is about to turn on it's head, into irrelevance.

Users want less time trawling through results: AI will cut down on the need for users to scroll through multiple pages. By anticipating user needs and processing vast amounts of data quickly, AI will be able to offer precise recommendations and answers, saving users time.

Users want direct answers over links: With AI, users will increasingly receive answers directly (rather than being shown a list of links). This will challenge how websites attract traffic, as traditional ranking systems will become less important. Users wasting hours researching and comparing will be attracted to better methods and precise information.

This produces challenges for Google, as it's ad revenue is sacred to it's core business model. It challenges SEO's and business' as traditional methods around SEO ranking are about to rapidly diminish - i think they started a few years back, but it's going to accelerate.

This isn't just a challenge for Google. It is also a challenge for website owners. Traditional onsite methods of navigation will be turned on their heads as AI will be able to penetrate through this. Many onsite search widgets, for example, and search result pages, will be obsolete and need to be remastered.

So anticipating, adapting and working with the transition of "search" will be key. Unique data, personalization and exceptional UX will be key components, i think.

We'll see. Roll on SearchGPT and the ranking transparency.... I'm sure Google has a plan (scratches head).