At the Google Developer Conference in May, Google’s AI Overviews made headlines by inserting AI-generated summaries into search results. While its rollout had its hiccups, the feature stayed put. Now, Microsoft is jumping into the ring with Bing, adding generative search features that promise to revolutionize the way we browse the web.
Microsoft’s latest move blends generative AI and large language models directly into Bing’s search results. The tech giant claims this new feature crafts custom, dynamic responses to user queries, mixing the best of Bing’s traditional search foundation with advanced AI. “This new experience combines the foundation of Bing’s search results with the power of large and small language models,” Microsoft declared, pushing boundaries in the search engine game.
The buzz around Microsoft’s announcement was quickly overshadowed by OpenAI’s reveal of SearchGPT, a bold move seen as a direct jab at Google’s search dominance. As of January 2024, Google holds a commanding 81% of the desktop search market share, while Bing lags behind with a modest 10.51%, according to Statista.
Microsoft is keen on providing users with more personalized and accurate search results. “It understands the search query, reviews millions of sources of information, dynamically matches content, and generates search results in a new AI-generated layout to fulfill the intent of the user’s query more effectively,” they explained. The new Bing interface will present AI-generated answers, crafted by models trained on vast datasets, aiming to deliver precise and relevant responses. Plus, a “Document Index” feature will delve deeper into topics, offering additional information tied to the user’s query.
Bing’s AI responses will also include citations, with clickable links directing users to the original sources for verification or further reading. This feature is currently available to a select group of users, with Microsoft taking a cautious approach, promising a gradual rollout and a focus on incorporating user feedback. “We’re slowly rolling this out and it will take time,” the company stated, adding that more details will be shared in the coming months.
Microsoft is also careful not to abandon traditional search results, albeit moving them to a sidebar on the right side of the page. “We’re mindful of the impact on content publishers,” Microsoft emphasized, ensuring that the generative search experience includes traditional results and more clickable links, like those in the AI-generated results.
The search engine battleground is heating up with OpenAI’s SearchGPT being tested by over 10,000 users. Microsoft, a key investor in OpenAI, hasn’t branded this latest Bing feature under its Copilot name, despite Bing Chat’s reliance on OpenAI’s GPT-4 and Dall-E 3 technology. Meanwhile, Perplexity, a free AI chatbot dubbed an “answer engine,” is also making waves, blending search engine functionalities with conversational AI.
As these AI-driven search tools evolve, the spotlight is on tackling misinformation, avoiding AI hallucinations, and ensuring reliable citations. Microsoft’s cautious approach aims to balance innovation with user trust, promising a blend of traditional search integrity and cutting-edge AI capabilities. The tech world watches closely as Bing’s new features could reshape the search experience, setting the stage for a new era of digital exploration.
