Challenging Google's AI Dominance: Insights from OpenAI's Sam Altman

Sam Altman from OpenAI recently discussed the idea of challenging Google's search monopoly. Instead of copying Google's methods from the past twenty years, Altman suggests completely changing how people access information. Altman shared his thoughts during a podcast interview with Lex Fridman.

Altman proposes that the most effective way to challenge Google is by revolutionizing the entire business model, which includes the advertising aspect.

1. Is OpenAI Building A Challenge Google Search?

The discussion began with a question from Fridman asking if it’s true that OpenAI is going to challenge Google.

Lex Fridman asked:

“So is OpenAI going to really take on this thing that Google started 20 years ago, which is how do we get-“

Sam Altman responded that the whole idea of building a better search engine limits what the future of information retrieval can be, calling the current conception of search boring.

Altman answered:

I don't find that interesting. If the question is about creating a search engine better than Google, then yes, we should strive for improvement. However, I believe that would limit its potential. Google presents 13 ads followed by 10 blue links as a way to access information.

What excites me is not just creating a better version of Google search, but exploring a more effective way to assist people in finding, utilizing, and combining information. In some situations, I believe ChatGPT achieves this goal, and hopefully, it will expand to cover many more scenarios.

2. Creating Another Google Isn't the Answer

Altman elaborated on his thoughts, explaining that simply replicating Google to compete with Google is not a compelling idea. He believes a more intriguing approach would be to revolutionize the way people access information, aligning it with how people currently engage with information.

Altman continued:

“But I don’t think it’s that interesting to say, “How do we go do a better job of giving you 10 ranked webpages to look at than what Google does?”

It might be intriguing to think about how we can assist you in finding the answers or information you are looking for. Whether it involves guiding you to it, summarizing it, or creating it, our goal is to help you in the best way possible.

Many individuals have attempted to develop a search engine that surpasses Google. However, this task presents challenges on a technical, branding, and ecosystem level. Creating a replica of Google may not necessarily be what the world truly needs.

3. AI Search Continues to Evolve

The conversation hit a rough patch when Fridman shifted the discussion towards combining a chatbot with a search engine, a concept that has been overdone and lacks excitement. Bing introduced the chat feature on its search platform over a year ago, and there are now at least six AI search engines that incorporate a chatbot on top of the traditional search engine.

Altman mentioned that no one has figured out the solution yet, suggesting that he was not interested in simply replicating Bing's approach. He described it as a "cool thing." Fridman's response dampened Altman's excitement about the topic.

Fridman and Altman continued:

“And integrating a chat client, like a ChatGPT, with a search engine-

Sam Altman

As you might guess, we are interested in how to do that well. That would be an example of a cool thing.

4. Advertisement Supported AI Search Is Dystopian

The intersection of LLMs plus search is still a puzzle that no one has solved. I am eager to explore that area and find a solution. I believe it would be an exciting challenge.

Altman described a "dystopic" world where AI search operated on an advertising model, leading to a dehumanizing and unjust existence marked by distrust.

He pointed out that ChatGPT, as a subscription-based model, might be seen as more reliable compared to an advertising-based search engine. Altman also brought up the concern of AI recommending products to users, prompting questions about whether the suggestions were influenced by advertising or truly beneficial for the user.

It's understandable why people trust AI more than traditional search engines like Google. Many consumers feel that Google search results are biased by advertising and spammy SEO tactics.

During the conversation, Fridman shifted the focus to advertising.

“Lex Fridman

…What about the ad side? Have you ever considered monetization of-

I personally dislike ads from an aesthetic standpoint. I believe that ads were necessary for the internet to thrive initially, but I see it as a temporary industry. Fortunately, the world is more prosperous now.

I appreciate that ChatGPT users pay for the service and trust that the responses are not influenced by advertisers.

I believe there must be a suitable advertising option for LLMs, and there should be a fair way to engage in transactions without bias. However, it is also concerning to imagine a future where ChatGPT suggests products or destinations based on advertising incentives.

5. A Search Experience Where The Consumer Is Not The Product

Altman expressed his dislike for the idea that consumers become the product when using social media or search engines. Essentially, user interactions are sold to advertisers who use this information to target users based on their interests.

Altman continued:

“And I don’t know, we have a very simple business model and I like it, and I know that I’m not the product. I know I’m paying and that’s how the business model works.

Altman's Bias Against Advertising

Altman expresses his dislike for using ad-supported products like Twitter, Facebook, Google, and others. He believes that the presence of advertisements makes these products worse, not better, especially in a world where AI is prevalent.

Sam Altman openly admitted his preference against search and showed optimism in the possibility of creating a profitable AI-driven information retrieval system without relying on advertising. During an interview, Altman was asked about completely eliminating ads, to which he did not agree.

"Lex Fridman"

I believe AI could be more effective in displaying ads that cater to your actual needs, rather than in a negative future where ads are intrusive. However, does this system always lead to ads influencing the products shown?

I admire Wikipedia's decision to not have advertisements, but it does present a significant challenge as a business model. So, are you suggesting that the current approach with OpenAI is financially viable for businesses?

Sam Altman

Well, we have to figure out how to grow, but looks like we’re going to figure that out.

If the question is do I think we can have a great business that pays for our compute needs without ads, …I think the answer is yes.

Lex Fridman

Hm. Well, that’s promising. I also just don’t want to completely throw out ads as a…

Sam Altman

I’m not saying that. I guess I’m saying I have a bias against them.”

Is OpenAI Building A Challenge To Google?

Sam Altman did not explicitly state that OpenAI was developing a competitor to Google. However, he did suggest that a truly effective AI challenge to Google has not been created yet, as no one has successfully figured out how to do so.

Altman presented a broader vision of an AI search that prioritizes user trust and usefulness over selling user data to advertisers, which is what Google typically does. He emphasized that a real challenge to Google would need to offer a completely different approach from what Google currently provides.

Watch the podcast at the 01:17:27 minute mark:

Featured Image by Shutterstock/photosince

Editor's P/S:

Sam Altman's vision for a Google challenger is compelling. He rightly points out that simply replicating Google's methods would not be a true challenge. Instead, he proposes a fundamental shift in how we access information, one that is not driven by advertising but by user trust and usefulness. This is a bold and ambitious goal, but it is one that could have a profound impact on the way we interact with information online.

Altman's concerns about the dystopian nature of an advertising-supported AI search are also valid. In a world where AI is increasingly prevalent, it is important to ensure that our information retrieval systems are not biased or influenced by commercial interests. Altman's subscription-based model for ChatGPT is a step in the right direction, but it remains to be seen whether this model can be scaled to a larger search engine.