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Some critics warn that the most significant threat to search dominance in years could be posed by Openai's ChatGPT model, an advanced chatbot capable of giving answers to questions.

According to a recent report from The New York Times, some in the management of the company believe that the sudden rise of publicly available generative artificial intelligence tools is a sign of a "code red" situation. Gizmodo asked for comment from the company, but they didn't reply immediately.

According to the report, CEO Sundar Pichai prioritized the perceived threat posed to the company's future by competitors' artificial intelligence models. tinkers have found ways to have the model draft lines of code and answer specific queries to their questions. Text to image and text to video systems can be used to create digital artworks like the DALL-E model from Openai.

According to the Times report, teams in the Research, Trust and Safety, and other divisions have been relocated to work on new prototypes and products ahead of a May conference. One of those tools could be a cloud computing product that uses the LaMDA chatbot to field simple customer support tasks. According to the Times report, some early prototypes of new artificial intelligence tools, limited to around 500,000 users, could ship with lower trust and safety standards and include a warning to users that the model could produce false or offensive statements. The trials are under way. The technology underpinning LaMDA is being used to highlight short blurbs in response to questions posed by users on the internet.

At a particularly precarious time for the tech giant, there are concerns over Openai's threat to search. According to a new forecast from Insider Intelligence, the duopoly of Google and Meta has been reduced to less than 50% of all digital ad spending for the first time in four years. There is still a clear plurality with 28.8% of digital ad spending, but the overall dip could be a sign of a waning dominance of the search giant.

There are a lot of reasons to be skeptical of the claims that GPT will upend the search engine industry. Openai's model struggles to present accurate answers, a requirement critical to any reliable search function. In certain situations, it can be decided to just make up answers or create offensive messages. Even if those issues are fixed, persuading millions of internet users to switch their search behavior away from expecting a list of hyperlinks may be more difficult than some people think.