Microsoft has taken the next step in its AI journey with the launch of a new, improved version of its search engine, Bing, and the Edge browser. The new technology is powered by an advanced AI technology that powers OpenAI’s chatbot, ChatGPT. In a statement, Yusuf Mehdi, the corporate vice president and consumer chief marketing officer of Microsoft, described the new tools as “an AI copilot for the web”.
Improved Search Experience with Bing
With the upgraded Bing, Microsoft promises to deliver better search results, more comprehensive answers to questions, and an interactive chat feature to refine searches. The new Bing will be powered by the next-generation OpenAI large language model that is even faster, more accurate, and more capable than ChatGPT. Microsoft has also developed a proprietary way to work with the OpenAI model, called the Prometheus model, that gives users more relevant, timely, and targeted results, with improved safety.
New AI Capabilities in Edge Browser
The new Edge browser has also been updated with new AI capabilities and a refreshed look. Consumers can now use the chat and compose features from the browser to summarise reports, ask for comparisons, and compose a LinkedIn post. The browser’s AI features make it a more compelling option as a default search with the Edge browser.
Competing with Google’s Bard
Microsoft is positioning itself as a major player in the AI world, investing US$1 billion into the ChatGPT platform. With the launch of Bing and Edge, Microsoft is taking on Google, which recently announced its own AI-powered platform, Bard. Bard is a conversational AI service that aims to combine the breadth of the world’s knowledge with the power and intelligence of Google’s language model.
Challenges for Bing in the Search Market
Despite Microsoft’s efforts with Bing, changing user habits will still be a challenge, as many people are familiar with Google’s search features. Currently, Bing has a market share of about 25.7%, compared to Google’s 86% market share. According to Siddardth Surana, CCO of Media360 Communications, the new Bing is still “a little underwhelming” and most consumers are using Bing to test the AI results. He predicts that once Google launches Bard, Google will remain the go-to platform for search.
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The launch of Bing and Edge is a significant step for Microsoft in the AI world and in the search market. The improved search results, comprehensive answers, and AI capabilities in the Edge browser make it a compelling option for users. However, changing user habits will be a challenge, and Bing will face stiff competition from Google’s Bard. The future of search and content generation is an exciting space to watch, and the AI war between Microsoft and Google will be worth following.
