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⚡️ Instant vs. Thinking
💭 GPT-5.3 Instant vs GPT-5.4 Thinking: what it means for your brand
GPT-5.4 and GPT-5.3, launched in early March, both operate in a very different fashion when retrieving, augmenting and generating responses.
The team at WriteSonic have done solid work breaking down OpenAI's two current ChatGPT models, GPT-5.3 Instant and GPT-5.4 Thinking, and what they mean for brands.
GPT-5.3 Instant is the default for all logged-in ChatGPT users. GPT-5.4 Thinking is available to paid subscribers via the model picker, and is built specifically for complex, research-heavy tasks that require pulling information from multiple sources across the web.
According to Nick Turley, Head of ChatGPT, the platform has crossed 900 million weekly active users and 50 million paying subscribers. Subscribers represent roughly 5% of the total user base.
This kind of analysis surfaces insights that matter for AI search strategy. A few key takeaways:
Fix your pricing page. GPT-5.4 Thinking is designed for research tasks that combine information from multiple web sources. If your page says "contact sales" instead of showing actual pricing, it gets skipped.
Build third-party coverage for GPT-5.3 Instant users. Forbes, TechRadar and Tom's Guide accounted for 35 of GPT-5.3 Instant's citations between them. If those sites don't mention you, you're largely invisible to the model that the vast majority of ChatGPT users interact with.
Treat G2 and Capterra as GEO assets. GPT-5.4 Thinking uses these platforms as validation sources, particularly for B2B SaaS. A weak or incomplete profile directly reduces your chances of being cited.
Results will vary by category. But understanding what sources power answers under the hood is non-negotiable.
The screenshot below is from Obsero, showing citation data within the running app category for GPT-5.3 Instant. ChatGPT draws from the App Store, Alibaba, and review sites including BikeRadar and TechRadar.
Citation sources for running apps in GPT-5.3 Instant, via Obsero. Every category has its own citation list. Understanding which sources power answers in your space is the starting point for any serious AI search strategy.
📱 Rightmove is in ChatGPT. But will the AI app ecosystem ever work?
Rightmove's ChatGPT app launch. Users invoke it directly with @Rightmove, the app doesn't surface automatically in response to a property search query.
Rightmove officially launched its ChatGPT app this week, making it possible for users to discover properties directly within the chatbot before heading to the site to refine their search.
ChatGPT apps have been hit and miss. The Wall Street Journal tested 12 apps built on the platform and found persistent bugs, performance issues and limited functionality.
Uber's mini-app, for example, took longer to use than the standard iPhone app, couldn't complete a booking, and required users to retype their pickup and drop-off locations after being redirected to the web.
Sachin Kansal, Uber's chief product officer, put the central challenge plainly: "How do these apps get invoked is the question, and could they be invoked from ChatGPT?"
That question matters for Rightmove too. Users currently need to @mention Rightmove directly in ChatGPT to trigger the app. It won't surface automatically if someone asks "What is the best website to find a four-bedroom property for a family moving out of London?". Until that changes, getting users to the app remains the bigger challenge.
The logic from OpenAI is sound. But building an app ecosystem that competes with Apple and Google is considerably harder in practice than in theory - as its early moves in shopping and ads have already shown.
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ICYMI: News in an AI Search world
A few weeks ago I published my conversation with Harry Clarkson-Bennett, SEO Director at The Telegraph and author of Leadership in SEO, on the state of news in an AI search world and how The Telegraph is responding.
A 60-minute video isn't for everyone, so I've cut it into four clips that focus specifically on Harry's insight. If you produce content for Google News, Top Stories or Discover, or you're trying to understand how to appear in ChatGPT or Google Gemini, these are worth your time.
Which of these is most relevant to what you're working on right now?
The best articles I’ve been reading this week on AI Search
📖 What I’ve been reading this week
The best articles this week on AI Search and how it affects business, marketing and tech.
🤖 AI
🔍 Google & Search