April 2nd, 2023
I’ve been playing around with ChatGPT plugins this week, and I can’t stop thinking about what this could mean for businesses. If you haven’t seen my overview of ChatGPT plugins, you can check it out here.
I tried an experiment on TikTok where I asked ChatGPT to find me a red swimsuit for under $75, and it came back with three great choices. The more specific I was with my request, the better the suggestions.
This experience offers a peek into what the future might look like beyond Google Search. I foresee four main trends emerging in the world of online search:
- Putting the consumer first: ChatGPT and other large language models (LLMs) have the potential to deeply understand what people are looking for and offer them top-notch recommendations. This could cut through the noise of SEO and address the traditional search issue of endless results. Consumers will more easily receive valuable and relevant content, leading to improved search results.
- Differentiation will win for businesses: As AI technology like ChatGPT becomes more advanced, the line between success and failure for businesses might depend on whether their products or services are featured by LLMs. This will push businesses to focus even more on what sets them apart. For instance, if a restaurant is renowned for having the best lobster bisque in San Francisco, LLMs are more likely to recommend it when users specifically search for that dish. AI-driven platforms like ChatGPT will favor businesses that cater to users' distinct tastes and preferences by excelling in particular aspects.
- Paid Search evolves but is still very important: In a recent video, I showed off Bing’s display ads, which got me thinking about the future of paid marketing. We’re likely to see a whole new arena of paid marketing emerge, with businesses aiming to get their offerings prominently displayed and integrated within LLM-generated responses.
- Democratizing search results: Traditional search engines often prioritize larger, more established companies with better SEO, making it challenging for small businesses to gain visibility. With ChatGPT, the playing field could be leveled, as the AI will focus on understanding the user’s intent. This shift in focus will empower smaller businesses and niche players to compete alongside industry giants, as long as they offer products and services that align with users’ needs and preferences.
The rise of ChatGPT-powered search will bring significant changes, ultimately enhancing the experience for consumers while providing businesses with new opportunities if they keep up.
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ChatGPT for Shopping Plugin