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Will Open AI’s ChatGPT Become the Default Search for Apple Products?
How Will Apple Use Open AI and ChatGPT?
I've been closely following the developments in search technology and the potential impact of AI on SEO. One of the most intriguing discussions in our industry is the latest headline partnership with Apple and Open AI, the creators of ChatGPT. The current status of the project is there has been a partnership confirmed but we have been left in suspense about how exactly Apple intends to use the Open AI technology. There is a lot of speculation that it will be used to enhance Siri and voice commands, however, the question on our lips revolves around the possibility of ChatGPT becoming the default search for Apple products. and what this will mean for the SEO industry.
Understanding ChatGPT and Its Potential in the Future of Search
Before diving into the debate of whether Apple should replace its default search with ChatGPT, it's good to understand what ChatGPT is and how it has all the features to offer a full search experience. ChatGPT is a chatbot, which is able to conduct generative searches and generative AI to answer user questions in natural human-like language. Unlike conventional search engines that provide a list of relevant links, ChatGPT can offer direct answers to queries, engage in conversations, and assist with complex tasks.
Should ChatGPT Become Apple's New Default Search?
Apple is known to be a pioneer in technology developments and the integration with Open AI and ChatGPT will, no doubt, revolutionise how users interact with Apple Products. For years, Apple has cosied up with Google, making it the default search engine on iPhones and iPads. It's a relationship that's been worth billions to both companies, and for many of us, it has become a habit. We get used to how it works and how it looks, that's why the choice of default search is such a big deal, and for tech giants like Apple, it's a chance to set the tone for the entire user experience.
But Apple and Google? They've had a good thing going for years. Google pays Apple a pretty penny to be the default search engine on iOS devices. It's a win-win: Google gets prime real estate on millions of iPhones, and Apple pockets a tidy sum without having to build its own search engine.
So, should Apple rock the boat and switch to ChatGPT? It's not a decision to be taken lightly. We've highlighted some benefits and concerns that have been fueling the debate.
Enhanced User Experience
One of the primary reasons Apple might consider integrating ChatGPT as its default search is the potential for a significantly improved user experience. ChatGPT's ability to understand the context and provide direct, conversational responses could revolutionise how users interact with their devices.
Several studies have been conducted into the ChatGPT interface and UX research conducted by the Journal of Computer Science concluded: "ChatGPT's conversational interface could make information retrieval more intuitive and less time-consuming for users." This aligns well with Apple's focus on user-centric design and could set their products apart in the market.
Competitive Advantage
By adopting ChatGPT, Apple could differentiate itself from competitors who rely on traditional search engines. This move could position Apple as an innovator in the AI and search space, potentially attracting users who are looking for more advanced search capabilities.
Data Privacy
Apple has long positioned itself as a champion of user privacy. By moving away from traditional search engines, which often rely heavily on user data for advertising, Apple could strengthen its privacy-focused brand image. There has been some debate over whether data privacy will be enhanced in the Apple & Open AI partnership, even Elon Musk got involved stating his views on X. He believes the partnership will be a security violation, but at the Apple Worldwide Developers Conference, in June 2024, Tim Cook and Head of Software Engineering Craig Federigh, reassured spectators and in a press release made it clear that: Integrating ChatGPT could allow Apple to offer a powerful search tool without compromising on its commitment to user privacy as IP addresses are obscured, and OpenAI won’t store requests. This could be a significant selling point for privacy-conscious consumers.
Potential for Personalisation
While maintaining privacy, ChatGPT could potentially offer a more personalised search experience by learning from user interactions within the Apple ecosystem. This could lead to more relevant and tailored results over time.
Synergy with Siri
Apple has already made it clear to expect impressive advancements with Siri as a result of the integration with Open AI technology. Some of the details already promised include capabilities of specific tasks such as producing different styles of writing, summarising the key points in email threads, and generating images and personalised emojis. This could lead to increased user engagement with Apple's AI features.
Accuracy and Reliability Concerns
One of the main challenges with using ChatGPT as a search engine is ensuring the accuracy and reliability of the information provided. Unlike traditional search engines that link to sources, ChatGPT generates responses based on its training data, which may not always be up-to-date or entirely accurate.
The University of Oxford has a department that conducts AI ethics research, and like many others, clearly observes that although ChatGPT is impressive, it can produce plausible-sounding but incorrect information. For a company like Apple, maintaining the trust of its users is critical, and unreliable search results could seriously damage that trust. Until there is a minimum degree of risk in ChatGPT producing false answers, its future in mainstream search could be limited.
Lack of Web Crawling Capabilities
One of the largest drawbacks to ChatGPT in the future of search is its inability to respond with the most up-to-date information. The chatbot hasn't got the functionality to conduct live search, even within the interface there is a disclaimer that states the response provided could be out-of-date. Traditional search engines continuously crawl the web to index new content. This means to find the latest web content users will always need to revert to a traditional search engine like Google.
Potential Legal and Ethical Issues
The use of AI-generated content as a primary source of information raises various legal and ethical questions. Issues around copyright, content attribution, and the potential for biased or harmful content generation need to be carefully considered.
Where AI content is still largely at the start of its evolution, there is no clear path set out around the legalities of content. Apple would need to navigate complex issues around liability and intellectual property rights if it were to adopt ChatGPT as its primary search tool.
Loss of Search Advertising Revenue
Apple currently receives billions of dollars from Google for making it the default search engine on iOS devices. Switching to ChatGPT would mean losing this revenue stream, which could be a significant financial hit.
When you look closely at the figures, the Google deal is estimated to be worth between $8-12 billion annually to Apple. In reality, that's not a sum to be dismissed lightly, especially when the alternative is an unproven technology in the search space.
What is Our Opinion at Utopi?
The question we hear a lot is whether ChatGPT will take over from traditional search engines, and while ChatGPT represents a leap forward in natural language processing, we believe it is not yet a direct replacement for traditional search engines. Its strength lies in understanding and generating human-like text, not in indexing and retrieving web content.
If Apple were to implement ChatGPT as its default search engine, it would dramatically change the SEO across every industry. Every SEO strategy would need to shift focus from traditional keyword optimisation to creating high-quality, conversational content that aligns AI optimisation and how people naturally ask questions.
If Apple were to use ChatGPT as its default search, the most likely scenario may be a hybrid approach. Apple could potentially integrate ChatGPT's capabilities into its existing search infrastructure, combining the strengths of both traditional and AI-powered search methods.
As an SEO expert, I believe that regardless of Apple's decision, the increasing prominence of AI in search will have far-reaching implications for businesses and SEO. Adapting to these changes by focusing on high-quality, conversational content and staying ahead of evolving search technologies will be crucial for maintaining online visibility.
Why not speak to our team and receive a free SEO consultation, we can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042
