ChatGPT is handling search-like activity equivalent to roughly 20% of Google’s search volume, according to OpenAI, signaling a potential shift in how people find information online.
In a Nov. 3 interview with Big Technology, ChatGPT consumer product lead Adam Fry disclosed the comparison as the platform reached 1.2 billion weekly active users. MSPs and IT resellers have a business reason to watch where prospective customers conduct their initial research into technology vendors and services.
OpenAI is also expanding how people discover products and evaluate their options inside ChatGPT. Growing search activity raises questions about how businesses find technology providers and which vendors enter their purchasing decisions.
ChatGPT users increasingly search for current information
In the Big Technology interview, Fry explained that early ChatGPT usage centered largely on writing and coding assistance. Over the past year, people have increasingly turned to the platform to look up information about individuals, places, and subjects that need current answers.
Finance and health were among his examples of topics where users expect factual, up-to-date information. Many of those questions previously would have gone to a conventional search engine, but ChatGPT now handles them within its conversational interface.
According to OpenAI’s search documentation, the AI tool can automatically search the web when a question calls for current information or let users initiate searches themselves. Responses can include links to original sources, while follow-up questions allow users to continue researching without starting over.
Expanding product discovery and business visibility
OpenAI has been developing ways to connect information searches with purchasing decisions. It allows users to compare products side by side, examine pricing and features, and refine recommendations through conversation. Those shopping features primarily address consumer purchases.
Business software is also part of the company’s commercial strategy. In September, the AI company specifically identified people choosing software for their businesses as potential users of ChatGPT’s discovery capabilities. Advertisers can reach people as they evaluate options, although sponsored placements are clearly labeled and kept separate from ChatGPT’s answers.
Channel companies have already begun incorporating AI search visibility into their offerings. AppDirect’s acquisition of PartnerStack combined subscription commerce with a large B2B partner network. PartnerStack CEO Bryn Jones said businesses increasingly rely on the network to improve their visibility in AI search platforms, including ChatGPT and Gemini.
Kaseya has also introduced AI-powered search visibility tools for MSPs through its MSP Success offering. Its marketing capabilities include optimization for conventional search engines and AI-generated answers, alongside tools designed to help providers attract prospective customers.
AI search growth creates new considerations for channel partners
As businesses increasingly use ChatGPT to research technology products and service providers, channel partners have another place to reach prospective customers. Opportunities differ depending on whether a company sells managed services, integrates technology, or distributes products.
- MSPs and MSSPs. Providers should examine how their services appear when prospective customers search for IT support or managed security solutions. Keeping service descriptions and partner listings accurate can support their existing marketing and lead-generation efforts. Asking new prospects how they discovered the business can also help identify interest originating from AI-assisted research.
- VARs and systems integrators. Customers may approach partners with software recommendations already gathered through ChatGPT. Reviewing those options against existing infrastructure and deployment requirements allows providers to turn preliminary research into informed purchasing decisions. Partners can also identify compatibility issues or alternative products that better serve a customer’s needs.
- Vendors and distributors. Accurate product information and updated partner directories can help prospective buyers identify where to obtain recommended technologies. Suppliers should also equip their resellers with current product details and purchasing information so customers can move from initial discovery to a qualified sales conversation.
For channel partners, the immediate opportunity is not to abandon established search and marketing strategies. It is to ensure that product information, service descriptions, and partner listings remain accurate wherever buyers conduct their research.
As AI assistants become another starting point for technology purchasing decisions, partners that combine visibility with technical expertise and dependable implementation services will be better positioned to turn early interest into customer relationships.
Technology partners are watching how AI changes customer research and buying habits, but understanding these tools firsthand is useful, too. Learn how to communicate more effectively with ChatGPT through our free six-minute How to Talk to AI course, with other Neuron Academy courses free for seven days. Check out all the lessons here →