The browser, expected to roll out in the coming weeks, is designed to reshape how users interact with the internet by embedding artificial intelligence directly into the browsing experience.
Built atop Chromium, the same open-source foundation behind Chrome and Microsoft Edge, the browser will integrate AI agents capable of performing tasks such as booking reservations, filling out forms, and summarising web content.
Reuters reports that the interface will include a native ChatGPT-like assistant, reducing the need to navigate through traditional websites.
The move represents a strategic step for OpenAI to gain direct access to user data, a critical pillar of Google's success. Chrome currently serves more than 3 billion users worldwide and plays a central role in Alphabet's advertising ecosystem, which accounts for nearly 75% of its revenue. By keeping more interactions within its own interface, OpenAI could limit the flow of data back to Google, thereby weakening one of its rivals' most profitable feedback loops.
According to sources who spoke to Reuters, if adopted by the 500 million weekly active users of ChatGPT, OpenAI's browser could put pressure on a key component of rival Google's ad-money spigot.
Impact
For content creators, businesses, and information professionals, the implications are significant. A conversational AI search engine can redefine how people find news, research topics, or gain insights by delivering concise, verified summaries instead of forcing users to sift through numerous results.
Daniel Ives, a technology analyst, told Business Insider that 'OpenAI wants to become the front door to the internet, not just an app you visit'.
Beyond user-facing benefits, OpenAI's new search engine may serve as a valuable tool for professionals, enabling quicker fact-checking, trend analysis, and content generation.
Yet, this innovation is not without challenges. Experts warn that AI systems sometimes produce 'hallucination' responses that are plausible but factually incorrect which can have serious consequences in information-sensitive fields.
OpenAI is reportedly focused on enhancing transparency and verifiability in its system to address these risks.
Meanwhile, Google is actively developing its own AI capabilities, including 'AI Overviews' powered by its Gemini model, to summarise search results. However, Google has encountered criticism over accuracy issues in some AI-generated content.
OpenAI's approach differs by emphasising conversational interaction, context retention, and clearer source citations.
If successful, OpenAI's search engine could divert users and advertising revenue from Google, impacting multiple sectors such as online media, publishing, and digital marketing.
Rania Umutoni
