Last week it was reported that OpenAI was working on an artificial intelligence-powered search service to take on Google and though OpenAI instead announced a new GPT model ChatGPT4o, on Monday, hiding in plain sight may been OpenAI’s quasi-entry into search through a surprising potential partner — TikTok.

TikTok, often in the news for political reasons, is also, in 2024, arguably the largest competitor to Google among younger users. There are claims that about 40% of young people, especially Gen Z, prefer using TikTok for search instead of Google. Whether the percentage is accurate or not, there is zero question that younger users are switching to services such as TikTok to find what they’re looking for.

With users turning to TikTok for search, a smart company would respond by enhancing its search functionality and that’s exactly what TikTok’s parent company ByteDance Pte. Ltd. is seemingly doing, with reports that TikTok is testing ChatGPT integration in search.

TikTok is reportedly testing a more robust search results page, including using generative AI from ChatGPT. In the testing, a snippet of AI results appears at the top of some search results pages and clicking on a result then opens a page with a full result.

According to Tubefilter, TikTok has an interest in maintaining interest in its search bar because it has invested in products that can turn the feature into a viable revenue stream. TikTok already offers search ads, so the extension into more feature-rich AI-powered results would seem to be a natural compliment.

Earlier today Google rolled out various enhancements to search, including generative AI capabilities, but anything related to AI and Google is going to face issues. And though TikTok is unlikely to become a full-blown Google competitor, every percentage point taken from Google Search is a step toward a more competitive web search future.

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