ChatGPT has launched its free search feature that was first teased last month. This is just the latest move that disrupts traditional local search (read: Google). As we examined with Yext’s Brooke Henderson, Google is facing disruption from TikTok and AI – both alternative front doors to the web.
So for this latest move from OpenAI, we consulted our go-to AI expert, and Henderson’s colleague, Christian Ward. As Chief Data Officer of Yext – a company at the intersection of search and AI – he’s well versed. Following our Q&A on “personal versus personalization,” we tapped his insights once again.
The question isn’t just how ChatGPT’s new free search feature continues an ongoing trend of disrupting traditional search, but how does it specifically impact local search? According to Ward, there could be considerable impact, given ChatGPT’s ability to process local business data in its large language models.
“ChatGPT’s launch of its free search feature marks a significant advancement in how users interact with local business information,” he told us. “[It] offers a classic local search experience with comprehensive business listings, reviews, and pricing, along with click-to-call functionality and website access.”
Efficacy & Accuracy
But it’s more than just access to the source data and effective front-end presentation. A key differentiator for ChatGPT in local search is transparency around where it’s getting the data. This is critical at a time when many users are still dubious about the efficacy and accuracy of AI.
“What sets this apart is the transparency in data sourcing through citations,” said Ward, “providing users with context about where the information originates.”
Another key differentiator is a conversational UX. Search, for all its benefits, has conditioned us to query in caveman-speak (e.g., “pizza near me”). ChatGPT is sparking a new era of natural language search –not just in individual searches but longer query strings that start to resemble human conversations.
“The most compelling aspect of this release is how it transforms the traditional search experience into an ongoing conversation,” said Ward. “Unlike conventional searches that start and end with each query, ChatGPT maintains context throughout the interaction.”
Context & Intent
To pull on that string, Ward offers an example in which you’re researching a town or city for an upcoming trip. With ChatGPT, you can transition from topics like local history, to events, universities, and restaurant recommendations. Throughout that process, overarching context and intent are inferred and applied.
“This combination of conversational memory with search capabilities opens up new possibilities for how people discover and interact with local businesses and their communities,” said Ward.
All the above addresses OpenAI’s capability and potential. The remaining question is how the source data is updated and optimized. The good news for local businesses is that it’s a similar playbook to what they already do… while perhaps raising the stakes for keeping business details updated and consistent.
“For this system to reach its full potential, real-time data updates from businesses and locations will be crucial,” said Ward. “While there are still aspects to refine, this release demonstrates ChatGPT’s commitment to making local information more accessible and contextually relevant. As they continue to expand these search capabilities to broader audiences, we can expect to see further innovations in how AI assists with local discovery and decision-making.”
Header image credit: Solen Feyissa on Unsplash
