Ella Broadbent, Senior PR Consultant at Petal & Co
As AI tools reshape how people find and filter information, traditional search engines face their biggest test yet. Following Google’s introduction of its AI summary function, OpenAI has now launched Atlas, its own AI-driven search tool that combines conversational responses with web browsing.
But amidst all the noise, is OpenAI’s Atlas a genuine game changer for how the world searches, or just another gimmick without any real impact?
In this article, we explore the rise of AI search and highlight some key benefits and challenges of Atlas for comms professionals.
The rise of AI search
With more users turning to language models instead of traditional search engines, it’s unsurprising that big tech companies are racing to dominate this new era of AI search. Around 15% of under-25s now get news from AI chatbots, and 27% of audiences prefer AI-summarised news. The number of U.S. searchers using AI as their main tool is projected to reach 36 million by 2028, up from 15 million in 2024.
This shift is forcing brands and communicators to rethink visibility strategies, considering both generative AI engine optimisation (GEO) and traditional search engine optimisation (SEO).
How AI search differs and who’s leading
AI search moves from keyword-based results to intent-based interactions. Tools in this space pull in user context and allow conversational follow-ups, rather than treating each query in isolation. They often go beyond linking to websites, providing summaries or follow-up suggestions instead.
The key players in AI search right now are Google’s AI Overviews, Perplexity, and Anthropic’s Claude.
Where does Atlas fit in?
ChatGPT Atlas is a web browser built around ChatGPT. It delivers ChatGPT-style responses while offering search verticals – web, images, videos, news – that link back to Google. A notable difference to other search engines is that Atlas doesn’t use an address bar – symbolising a shift from “searching” to “doing.” Initially, it acts as a hybrid layer on top of existing search engines – but as the tool develops and becomes more dominant, this could certainly change.
The key benefits
There are three main benefits that immediately come to mind for Atlas.
- Seamless multitasking
Sam Altman explained that, “With Atlas, ChatGPT can come with you anywhere across the web – helping you in the window right where you are, understanding what you’re trying to do, and completing tasks for you, all without copying and pasting or leaving the page.”
For AI enthusiasts, Atlas means users can search while also using Chat GPT’s other functions like content creation and ideation. With fewer steps from query to action, users could increase efficiency and productivity.
- Proactive AI agents
A unique feature of Atlas, albeit only for paid users, is the introduction of AI agents that can conduct their own searches. Altman said, “ChatGPT can also do work for you in Atlas using agent mode, with improvements that make it faster and more useful by working with your browsing context. It’s now better at researching, analyzing, automating tasks, and planning events or booking appointments while you browse.”
- Tailored interactions
As with ChatGPT, many users may be attracted to the personalisation Atlas offers. Atlas incorporates a user’s ChatGPT memory, allowing conversations to draw on past chats and details. This feature could save time and deliver more customised outputs.
What are the drawbacks?
As with any new tech tool, Atlas comes with drawbacks.
- Limited availability
Atlas is currently only available on Apple’s MacOS operating system. The Agent mode is also only available in preview for Plus, Pro, and Business users. So, the tool is a way from becoming mainstream enough to challenge Google Chrome’s 3 billion-strong user base.
- Unchartered territory
Many internet users will naturally prefer familiar search tools. Mainstream and corporate audiences may wait for their existing browsers to offer similar capabilities, many of which are already available in Microsoft Edge. It is also yet to be seen whether Atlas will seamlessly integrate with enterprise and marketing tools, so adoption may not be plug-and-play.
- Questions of privacy and trust
Atlas requires deeper access to browsing data, which may raise privacy concerns. Users may also question how results are summarised, especially if outputs differ from familiar search engines. These factors could slow uptake among mainstream audiences.
The verdict
At this stage, Atlas functions more as a concept test than a mainstream search replacement. Its features are promising, but whether it can divert users from established browsers remains uncertain.
For marketers and communications professionals, Atlas signals the growing importance of AI-driven discovery. Even early versions could influence how audiences access content, requiring strategies that address both generative results and traditional search rankings. The change may be gradual, but the trajectory of AI search is clear.