Tools
Will AI Search Engines Dethrone Google?
This article delves into the potential of AI search engines to disrupt Google’s dominance in the search market, exploring regulatory actions, new AI-powered solutions, and Google’s response.
Published
9 months agoon
By
AIinAsia
TL;DR:
- Google’s dominance in the search market is being challenged by AI-powered search engines like SearchGPT and Perplexity.
- Regulatory actions and the rise of AI search could impact Google’s market share.
- AI search engines offer new ways to find information, but Google’s infrastructure and user base remain strong.
In the world of technology, few companies have achieved the level of dominance that Google has in the search market. The phrase “just Google it” has become synonymous with searching for information online. However, recent developments suggest that Google’s reign might be under threat. New AI-powered search engines like SearchGPT and Perplexity are emerging, and regulatory actions are challenging Google’s monopoly. Could these changes be enough to disrupt Google’s stronghold on search and search advertising?
The Rise of AI Search Engines
Google has been the undisputed king of search for over two decades. With over 90% of the search market, Google’s success is not just due to its product but also the strategic partnerships it has formed over the years. Google Search is the default search engine on most browsers, including Safari. However, both these aspects are now under threat.
“The regulatory actions will definitely impact those partnerships that Google has created and will shrink the market share,” says Roshat Adnani, managing director APAC at M&C Saatchi Performance. “However, a significant impact might happen because of the challenges faced at the product level. Open AI has changed consumer behaviour through ChatGPT, and SearchGPT might also have the potential to disrupt consumers’ search behaviour. There will be more AI-powered solutions that will continue to threaten Google.”
The Impact of Antitrust Rulings
Although Google was found guilty of antitrust violations, the full implications of this landmark decision are yet to be declared. Google has stated that it will appeal the verdict, and it’s unclear what the enforced remedies will be. The impact will differ based on how severe the required steps are.
“While the ruling may create some opportunities for competitors, I am not optimistic that they will develop a compelling enough alternative to significantly shift user preferences,” says Andrew Desmond, senior paid media director at Jellyfish. “Even if they do, they won’t just be competing against Google’s search product, they’ll be battling user inertia, which is a much tougher challenge. Until Google is no longer the default—whether by user choice or due to changes in contractual agreements with their various partners—they will continue to dominate.”
The Potential of AI Search
While Google may currently have a stronghold on the search market and search advertising, the rise of AI search is a growing threat. The speed at which OpenAI’s ChatGPT became mainstream demonstrates the potential of AI to disrupt the established order.
“Generative AI is revolutionising the search industry,” says Jim Yu, founder and executive chair of BrightEdge. “The emergence of AI-driven search engines was the first step towards opening up the search landscape to new entrants with the potential to disrupt Google’s stronghold, and now the antitrust ruling can serve as an accelerator.”
There is potential for newcomers like Perplexity and SearchGPT to break through to consumers. “The growth of AI search is indeed exciting and could potentially compete with Google, especially if it can solve some of the challenges we face with Google’s search engine,” says Arun Kumar, director of activation and experience, APAC, Assembly. “For instance, SearchGPT aims to prioritise high-performing, relevant content over a cluttered environment of advertisements, snippets, and untrustworthy SEO-optimised or AI-generated content, to establish a new standard for search technology.”
Google’s Response to AI Competition
Mindful of the competition in the AI search space, Google has already made moves to reinforce its position as the search leader by launching AI Overviews. An advanced search facility powered by generative AI, it combines multi-step reasoning, planning, and multimodality with Google’s best-in-class search systems. But will AI Overviews be enough for Google to maintain its market leader position and steer off the competition?
“We expect new entrants who are able to garner market share to co-exist with Google,” says Yu. “In order to do so, other AI-native engines will need to offer a better product or differentiate for specific use-cases, which we are starting to see with the SearchGPT prototype.”
In contrast to standard search engines that barrage you with links, SearchGPT provides straightforward, conversational responses supported by real-time data. The goal is to improve the speed, accuracy, and appeal of finding information. At the moment, SearchGPT is in the prototype stage and accessible to a select few testers. Both SearchGPT and Perplexity have a greater opportunity to compete with Google in the search landscape, but that will likely come through integrations.
“For instance, I expect that few users will go directly to SearchGPT anytime soon, but utilising Copilot on Bing (powered by OpenAI) could grow the chatbot’s market share more quickly than a standalone product,” says Eric Hoover, SEO director at Jellyfish.
The Main Obstacles for AI Search Engines
The main obstacles for AI search engines are accuracy and the potential spread of misinformation, meaning marketers and users must stay alert about the content they rely on. “We might see a future where different tools cater to different needs. For example, search engines used for general queries and AI-powered tools used for more intricate conversational searches,” says Adnani.
While both SearchGPT and Perplexity are strong contenders in the AI search category, Google still has the advantage of data, infrastructure, resources, and experience. “Google’s seamless integration across its services, like Gmail and Maps, sets a high standard for user experience and convenience that is hard to match,” adds Adnani. “Google is also actively investing in AI to improve its search capabilities. Thus, it is difficult to rule out Google.”
Google’s Dominance in Search Advertising
Google has built an integrated ad ecosystem—including Google Ads, YouTube, and the Google Display Network—which offers advertisers a comprehensive platform for reaching target audiences through an omnichannel approach. As to the Justice Department lawsuit, Google currently holds a dominant 70% share of the internet search ad industry and is estimated to have 39% of the global digital ad market. This means that it has a larger market share than its nearest competitor, Meta, and the combined market share of the next eight competitors.
It’s still early days, but as new entrants gain traction, we might see advertisers beginning to diversify ad spend across engines to better reach different audience segments. “We may also see competition drive innovation in ad formats and models,” says Yu. “Think more interactive ads, AI-driven personalisation, or new performance metrics, challenging Google’s current offerings.”
We’re also likely to see companies taking advantage of generative AI in new ways and expect to see a wave of innovations coming to search. “For example, the latest voice chat capabilities from OpenAI are very impressive and could lead to a completely new way of voice-activated searching,” adds Yu. “Similar to when the iPhone launched, it was impossible to predict that Uber may one day exist. The sky’s the limit as to what new ad formats might come from generative AI search.”
The Future of Search Advertising
However, for the foreseeable future, Google will continue to dominate search advertising. Google’s well-established infrastructure, devoted customer base, and superior product continue to pose serious obstacles for new competitors, even in the face of the growing popularity of AI search and possible competition from services like SearchGPT and Perplexity. Furthermore, Google is expected to monetise AI search results through shopping listings and sponsored adverts in the future, further solidifying its lead in search advertising even if AI search will become more common.
“While there may be some incremental changes due to the antitrust ruling or the development of AI search, a major shift in search dynamics or a significant increase in competitor market share in the near term is unlikely,” says Hoover. “Therefore, marketers should remain focused on optimising their strategies for Google as it will continue to be the primary platform for search advertising. Any substantial changes are more likely to occur after a final settlement from Google’s appeal, which could be years away.”
Comment and Share:
What do you think about the future of AI search engines? Will they be able to challenge Google’s dominance? Share your thoughts and experiences in the comments below. Don’t forget to subscribe for updates on AI and AGI developments.
You may also like:
- The Best AI Search Engines of 2024
- SearchGPT vs Google: The Future of Search is Here!
- SearchGPT in Asia
- To learn more about AI search engines, tap here.
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Tools
Upgrade Your ChatGPT Game With These 5 Prompts Tips
Most people ask ChatGPT the wrong way. These 5 prompt upgrades will train the AI to think sharper and deliver smarter answers every time.
Published
3 days agoon
May 29, 2025By
AIinAsia
What if the problem isn’t ChatGPT — but how you’re talking to it? As businesses across Asia scramble to integrate AI into daily workflows, far too many professionals are getting half-baked answers and wasting time refining prompts. Precision equals clarity. And clarity starts with knowing what to ask. Read on for 5 elite ChatGPT prompt tips.
TL;DR — What You Need To Know
- ChatGPT often gives vague or flawed answers because the prompt lacks structure
- Adding 5 targeted follow-up requests can dramatically improve output quality
- Smart prompting forces the AI to self-check, ask better questions, and aim higher
- These techniques turn ChatGPT into a sharper thinking partner for professionals
1. Make ChatGPT Score Its Own Work
Like a student handing in homework and marking their own essay, ChatGPT performs better when it’s made to judge itself. Give it a red pen:
“I want you to assess your response against this checklist. Rate your answer on a scale of 1-10 for each of these criteria: accuracy, completeness, relevance, clarity, and practical usefulness…”
By forcing the AI to reflect on its own output, you raise the baseline for what counts as “done.” You get more precise responses — and fewer excuses to settle for less.
2. Demand Reasoning, Not Just Answers
Don’t let ChatGPT blag its way through your questions like a first-year intern. Make it show its working — maths teacher-style.
“For each main point in your response, explain your reasoning process…”
This single move helps you spot weak assumptions and gives you greater confidence in the result. Especially important when decisions — or reputations — are on the line.
3. Make It Ask the Right Questions First
If your prompt sounds like a half-baked WhatsApp message at 2am, don’t expect brilliance. Before ChatGPT replies, let it play detective.
“Before giving me any answer, point out exactly what I’ve left out of my request…”
It’s the kind of intelligent friction that turns vague ideas into actionable prompts. Think of it as ChatGPT playing devil’s advocate before it turns into your co-pilot.
4. Find Your Blind Spots Early
Even the best minds occasionally forget the obvious. Enter ChatGPT, your AI-powered Socrates, asking the awkward questions others won’t.
“Review my request and tell me what angles I’m completely missing…”
This elevates the conversation. ChatGPT stops being a yes-man and starts acting like the curious challenger every business leader needs.
5. Push It to Think Like an Expert
You wouldn’t ask a junior exec to run your quarterly strategy — so don’t let ChatGPT deliver B-grade insights. Demand elite thinking.
“Respond to my question as if you were in the top 1% of experts in my field…”
This unlocks deeper insights, smarter trade-offs, and far more useful recommendations — especially when your questions relate to strategy, branding, or customer psychology.
Get Better Answers From ChatGPT Every Time
The best ChatGPT users aren’t the ones with the fanciest tools. They’re the ones who ask better questions. Use these five prompt upgrades as your new default. Over time, the difference isn’t just better responses — it’s better thinking.
Share YOUR ChatGPT prompt tips!
Do your ChatGPT answers leave you with digital drivel? Share your own tips and tricks in the comments below!
You may also like:
- 7 Effective AI Prompt Strategies to Elevate Your Results Instantly
- Game-Changing Google Gemini Tips for Tech-Savvy Asians
- Or tap here to try these ChatGPT prompt tips now
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Learning
Build Your Own Custom GPT in Under 30 Minutes – Step-by-Step Beginner’s Guide
Create your own GPT without writing code. This beginner-friendly guide shows you how to build, customise, and publish a ChatGPT assistant using OpenAI’s builder — complete with personality, knowledge, and tools.
Published
6 days agoon
May 26, 2025
A friendly guide to building your personalised ChatGPT assistant (custom GPT creation) in under 30 minutes
The Quick Essentials
Before we dive in, here’s what you need to know:
- You’ll need a ChatGPT Plus or Enterprise account (the paid version)
- Creating a custom GPT involves naming it, giving it a personality, uploading knowledge files, and enabling tools
- The entire process happens at chat.openai.com/gpts
- No coding required — just plain English instructions
- You can keep your GPT private, share it via link, or publish it in the GPT Store
Step 1: Getting Access
First things first, you need a ChatGPT Plus subscription:
- Head over to chat.openai.com
- Click “Upgrade to Plus” if you haven’t subscribed yet
- Confirm your plan and payment (USD $20/month at the time of writing)
Once you’re all subscribed:
- Navigate to: chat.openai.com/gpts
- Click the black “Explore GPTs” button in the left menu
- At the top right, click “Create”

Brilliant! You’re now in the GPT Builder interface where all the magic happens.
Step 2: Starting in “Create” Mode
You’ll see a chat interface asking: “What would you like to make?”
This is where you describe your GPT in plain language. For example:
“I’d like to create a friendly GPT that helps junior marketers in the UK write social media copy. It should use casual British English and understand cultural references from across the UK.”

The system will respond with follow-up questions like:
- What tone should it use?
- Should it browse the internet or run code?
- Will you upload any knowledge files?
Answer naturally and conversationally. The system builds a draft GPT based on your answers.

It may even recommend a name and an image:

Once the chat version feels roughly right, click “Configure” in the top bar to manually fine-tune everything.

Step 3: Configuring Your GPT
This is the control panel where you can edit every setting. Follow these steps:
3.1 — Name Your GPT
- In the Name field: give it a clear name like “Brit Copy Buddy”
- In Description: write what it does — “Helps junior UK marketers write scroll-stopping social copy in casual British English.”
3.2 — Write the Instructions
Scroll down to the Instructions box and type your behaviour settings. Think of this like a personality manual. If you followed the steps, then it may well already be filled in for you. This is where the magic happens, so make sure it truly reflects your purpose. Because it is so important, we created a separate guide for this which you can read here. For example:
This GPT is a friendly and culturally aware assistant designed to help junior marketers in the UK write engaging social media copy. It communicates in a casual, approachable tone using British English, including regionally familiar slang and references from across England, Scotland, Wales, and Northern Ireland. It provides clear, supportive guidance to help users improve their writing, offering creative suggestions while keeping brand voice and audience in mind. It can reference UK cultural events, holidays, humour, and idioms to make content feel local and relevant. It avoids Americanisms and ensures that grammar, spelling, and phrasing are aligned with UK standards. The assistant will ask for context when needed (e.g., target audience or platform), and will aim to keep things breezy, witty, and scroll-stopping.
3.3 — Add Conversation Starters
Under Conversation Starters, add 3–4 useful prompts users might click on:
- “Help me write a tweet for a UK skincare brand launch”
- “Can you make this Instagram caption sound more British?”
- “Draft some TikTok captions about a new meal deal”
This helps users jump straight in without typing from scratch.

Step 4: Adding Custom Knowledge (Optional but Recommended)
If you want the GPT to reference your own documents — like brand guidelines or FAQs — follow these steps:
- Scroll to the Knowledge section
- Drag and drop your files (accepted formats: .pdf, .txt, .csv, .md, .json)
- Upload limit is around 20 files at present
Example: Upload a “Tone of Voice Guide.pdf” and your GPT will use it to match your brand style.

Important note: Your GPT can reference but not quote files word-for-word. It learns the content conceptually rather than memorising exact phrases.
We have created a step-by-step guide for the best way to structure your Knowledge files here.
Step 5: Enabling Tools
Now choose which abilities your GPT should have.
Scroll to Capabilities, and toggle the following:
- ✅ Web Browsing — useful for real-time info like news or trends
- ✅ Code Interpreter — for handling files, calculations, data plots
- ✅ Image Generation — if you want it to create pictures (e.g., Instagram ideas)
- ✅ File Uploads — lets users feed the GPT spreadsheets or PDFs
Select only what’s genuinely useful — too many tools can make your GPT’s responses confusing.

Step 6: Testing Your GPT Thoroughly
Before publishing, have a proper chat with your GPT.
Ask both straightforward and unusual questions to test:
- Does it maintain the right tone?
- Does it understand your uploaded files?
- Does it use tools properly (like making charts or browsing)?
- Does it clarify things when uncertain or guess incorrectly?
If anything feels off, go back to the Instructions and tweak your wording. Even changing one line can make a significant difference.
Step 7: Create New Action
This function allows you to turn your GPT into a powerful API-aware assistant that can fetch data, trigger services, or complete tasks — all from inside the chat.
This is an optional extra when creating a Custom GPT and is complicated enough to need its own guide, which you can read here.
If this is your first attempt at creating a Custom GPT, we suggest skipping this step for now and moving on to Step 8.
Step 8: Switch Off Training
You should always consider anything sensitive you share with any AI chatbot. However, its always a good idea to switch off the request to improve the AI models.

Step 9: Publishing Your GPT
At the bottom right, click the “Publish” button.
You’ll be asked to choose:
- Private — only visible to you
- Unlisted — only people with your link can access it
- Public — listed on the GPT Store for anyone to use
Give it a thumbnail image (upload one or use the auto-generated option), choose a category (e.g., Marketing, Productivity), and confirm.

Congratulations! Your GPT is now live and you can view it.


Final Tips for Success
- 🧹 Keep it focused — One GPT = one clear purpose
- 🪪 Use your brand voice — match the tone your users expect
- 🔁 Iterate regularly — update your files and instructions as you learn what works
- 💬 Share wisely — use private/unlisted first before going public
Happy GPT creating! With these steps, you’ll be up and running with your custom assistant in no time.
You may also find useful:
- How to Upload Knowledge into Your Custom GPT
- How to Use the “Create an Action” Feature in Custom GPTs
- Or try this playbook out now at ChatGPT by tapping here.
Author
-
Adrian is an AI, marketing, and technology strategist based in Asia, with over 25 years of experience in the region. Originally from the UK, he has worked with some of the world’s largest tech companies and successfully built and sold several tech businesses. Currently, Adrian leads commercial strategy and negotiations at one of ASEAN’s largest AI companies. Driven by a passion to empower startups and small businesses, he dedicates his spare time to helping them boost performance and efficiency by embracing AI tools. His expertise spans growth and strategy, sales and marketing, go-to-market strategy, AI integration, startup mentoring, and investments. View all posts
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Learning
How to Upload Knowledge into Your Custom GPT
Want your Custom GPT to actually know your stuff? Learn how to upload your own documents into ChatGPT’s Knowledge section, with step-by-step instructions, supported file formats, and key watchouts.
Published
2 weeks agoon
May 20, 2025By
AIinAsia
Your step-by-step guide to making a smarter GPT with your own documents.
Why Upload Your Own Knowledge?
Even the best GPT won’t really sound like you — or know your stuff — unless you teach it. That’s where knowledge uploads come in.
By uploading files (PDFs, DOCs, TXT, etc.), your GPT can:
- Answer questions based on your business material
- Speak in your tone and style
- Cut down on repetitive manual responses
- Act as a trained assistant, contract reviewer, customer explainer, or internal helpdesk
Think of it as giving your GPT “homework.” You hand it your documents, and it quietly studies them behind the scenes so it can sound smart in front of your users.
Why Upload Your Own Knowledge?
Even the best GPT won’t truly sound like you — or know your stuff — unless you teach it. That’s where knowledge uploads come in.
By uploading files (PDFs, DOCs, TXT, etc.), your GPT can:
- Answer questions based on your business material
- Speak in your tone and style
- Cut down on repetitive manual responses
- Act as a trained assistant, contract reviewer, customer explainer, or internal helpdesk
Think of it as giving your GPT “homework.” You hand it your documents, and it quietly studies them behind the scenes so it can sound smart in front of your users.
Step-by-Step: How to Upload Documents to a Custom GPT
Prerequisite: You’ve already created your Custom GPT (via https://chat.openai.com/gpts). You’re now ready to add your own knowledge base by uploading documents.
Step 1: Go to the GPT Builder
Go to https://chat.openai.com/gpts. Click on your Custom GPT and select “Edit GPT.”
Step 2: Find the “Knowledge” Section
In the left-hand menu, select “Knowledge” and click “Upload files.”
Step 3: Add Your Files
Drag and drop or browse to upload your documents. Supported formats include .pdf, .docx, .txt, .md, .csv. You can upload up to 20 files with a combined size of 512 MB. You can ask ChatGPT to help you assess and convert documents into these formats if you need to with this prompt:
I want to use this document inside a Custom GPT as part of its Knowledge section. Please assess the content and do the following:
Identify if this content is suitable to be uploaded directly (e.g. clear, clean, complete), or if it needs to be rewritten, summarised, or broken into smaller chunks.
If the formatting is poor (e.g. tables, layout issues, scanned PDF style), convert it into clean, text-based markdown or plain text format that preserves all meaning and structure.
Remove any unnecessary elements such as headers/footers, page numbers, duplicated content, or visual formatting that won’t translate well into plain text.
Structure the output into a clean, well-labelled text file that can be uploaded into the Knowledge section of a Custom GPT (i.e. .txt or .md format). Use clear section titles and bullet points where appropriate.
Keep all the important content, but make sure it’s optimised for retrieval by a GPT model. That means using simple, clear language and logical structure.
Name the output file appropriately (e.g. “2025_PricingOverview.txt” or “Legal_Terms_Guide.md”).
Please begin by assessing the suitability of the input and then output a clean, upload-ready version.
[Optional Tip (if you’re uploading a file):
Start with:]
“Please assess the uploaded file using the instructions below…” and paste the prompt afterward.
Step 4: Check the File List
You’ll see a list of your uploaded files. Use the trash icon to remove any if needed. You can update this list at any time.
Step 5: Save and Publish
Click “Save” or “Publish” to apply your changes. Your GPT can now access your uploaded documents to answer relevant prompts.
What Kind of Files Work Best?
Ideal Files:
- Cleanly written PDFs (guides, SOPs, FAQs)
- Contracts and legal templates
- Onboarding documents, pricing sheets
- Internal wikis (exported to .txt or .md)
Avoid These:
- Scanned documents with images
- Slides with only images or no speaker notes
- Encrypted or locked PDFs
- Files full of links without explanations
Tip: For web pages, copy-paste the content into a clean .txt or .md file.
How the GPT Uses This Info
Your GPT will search the uploaded documents in real time when a relevant prompt is given. It doesn’t memorise the content — it retrieves from it. It performs best when the material is clearly written and structured.
Watch Outs
- No File Structuring = Confused GPT
If you upload a single giant PDF with 50 topics and poor formatting, the GPT will struggle. Break it into smaller, well-labelled files. - Bad Formatting = Bad Responses
If your file has unusual fonts, broken tables, or visual layouts (especially common in PDFs), the GPT may misread it. Clean formats like .txt, .docx, or markdown work best. - No Source Citations
By default, GPT won’t say where the information came from. If this matters, add an instruction like: “Always mention which document you’re referencing.” - File Limit
You can only upload 20 files per GPT. Curate carefully and consider trimming or combining related documents.
Curating the “Core Knowledge” for Best Results
Ask yourself:
- What do I want this GPT to do? Only upload documents relevant to those tasks.
- Will someone else use this? Include glossaries or context if needed.
- Is this content clear and self-contained? If not, simplify or split into manageable chunks.
Example Use Cases:
LegalGPT: Upload contracts, clause trackers, fallback templates
SalesGPT: Upload pitch decks, product specs, objection-handling guides
HRGPT: Upload company policies, onboarding FAQs
Bonus Tip: Pair With System Instructions
After uploading, adjust your GPT’s instructions to reflect how it should use that knowledge. Example: “You are a helpful assistant trained specifically on SQREEM’s legal contracts and internal SOPs. Always answer using information from the uploaded documents. If unsure, say ‘I’m not certain — please check with legal.’” You can also use the “Prompt Starter” section to load reusable queries.
Updating Your Knowledge Files Later
Return to “Edit GPT > Knowledge” anytime to remove outdated files or upload new ones. Save to apply changes. Your GPT will instantly use the latest content.
Version Control and Multiple GPTs
You can create multiple GPTs with different document sets, or use file naming conventions to stay organised. Examples:
01_PricingOverview_Q1-2025.txt
02_TOS_Updated_April2025.docx
03_FAQ_InternalOnly.md
What To Do Next
Now that your GPT has your content, test it by asking:
“Summarise our latest pricing model”
“What’s our refund policy?”
“Write a client email using our onboarding flow”
“Check clause 7.3 in the uploaded SOW template”
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