They’ve probably got enough machine learning to take keywords and figure out intent. That’s essentially what Google does with autocomplete. They (Google) use n-grams. So I expect OpenAI already has this all figured out.
Source: am in SEO
What worries me is AI getting things wrong and perpetuating lies that are also made up via AI (maybe even the same AI). Also, how will their algorithm work? Do they fact check things they display? I hate Google, but at least they do have somewhat of a push to ensure authority and trust via their algos.