News
AI Search Comes to Microsoft Bing
- By John K. Waters
- July 29, 2024
Microsoft is joining the AI search wars alongside Google and, most recently, OpenAI.
The company's Bing search engine now features a new generative AI-powered search experience designed to answer users' queries with more contextually relevant and detailed results. Per Microsoft's announcement last week, integration with large language models (LLMs) means content surfaced by this new Bing goes beyond traditional search results.
The new feature was designed to offer a comprehensive summary of search topics. For example, a query about "What is a spaghetti western?" now includes an AI-generated overview covering the genre's history, key examples, and relevant links, alongside the standard list of search results. This approach enhances the user's understanding by providing a more contextual and detailed response.
Bing's new search experience uses advanced AI technology to analyze and match content from millions of sources, ensuring that search results are tailored to the user's specific inquiry. The update also maintains traditional search results, with added features to encourage users to click on links, supporting content creators.
Microsoft is initially rolling out this feature to a small group of users, seeking feedback to refine the service before a wider release. The company is monitoring the impact on traffic to publisher websites, with early indications suggesting that the new format maintains the number of clicks to external sites.
The new generative search experience reflects Microsoft's ongoing efforts to enhance Bing's capabilities and offer a more informative and engaging search experience. Users are encouraged to provide feedback on the new feature, which will help shape its development and broader implementation.
For now, this approach is a cautious yet ambitious step in redefining how search engines can use AI to deliver more nuanced and comprehensive information. As Microsoft continues to fine-tune this technology, the future of search could see a shift towards more personalized and insightful results.
About the Author
John K. Waters is the editor in chief of a number of Converge360.com sites, with a focus on high-end development, AI and future tech. He's been writing about cutting-edge technologies and culture of Silicon Valley for more than two decades, and he's written more than a dozen books. He also co-scripted the documentary film Silicon Valley: A 100 Year Renaissance, which aired on PBS. He can be reached at [email protected].