By using ChatGPT to enhance Bing, Microsoft hopes to fundamentally update online search by using multiple sources to provide ready-made answers, rather than the familiar list of links to external sites.
Microsoft CEO Satya Nadella said Tuesday that the long-troubled Bing search engine will integrate the power of language-based artificial intelligence, announcing what he called a new era of online search.
"It's a new day for search ...... The race starts today," Nadella said at a launch event that marked the start of what it hopes will be an unprecedented challenge to Google's two-decade dominance of the search engine market with technology created by the developers of ChatGPT, an artificial intelligence bot.
ChatGPT has sparked a gold rush in artificial intelligence technology (AI), with more than 100 million users testing the bot's ability to receive essays, speeches or law exam results in seconds, to the consternation of educators and school authorities worried about cheating.
Microsoft hopes that enhancing Bing with ChatGPT will fundamentally update online search, using multiple sources to provide ready-made answers rather than the familiar list of links to external sites.
"By applying artificial intelligence models to our core search ranking engine, we're seeing the biggest jump in relevance in two decades," said Yusuf Mehdi, vice president of Microsoft.
OpenAI is a California startup founded in 2015 that developed ChatGPT. Microsoft invested $1 billion in OpenAI in 2019 and has just signed a new multi-billion dollar deal with the company, with funding from Elon Musk and others.
Search is Google's golden cash cow, and any serious challenge to its dominance seemed unthinkable until ChatGPT burst onto the scene two months ago.
Google's search engine has 84% of the world's market share and brings in tens of billions of dollars in advertising sales every quarter, accounting for more than two-thirds of the tech giant's total revenue. Last year, Bing's market share was just 9 per cent.
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Google has reportedly declared the huge success of ChatGPT a "Code Red" threat to the company and has reassigned teams to think of a swift answer and accelerate ongoing artificial intelligence research.
Spooked by the unexpected competition, Google snapped up the announcement Monday that it would soon offer its own version of ChatGPT, a bot called Bard that would also provide near-instant answers on request.
Chinese search engine giant Baidu said on Tuesday it was preparing to launch an artificial intelligence-powered chatbot called Ernie Bot, but the launch date was not known.
"We see this as the first shot in this big tech AI battle, and in the coming months, Microsoft will move into the next investment slot, now ahead of the game," said Dan Ives of Wedbush Securities.
Despite the new arms race in Big Tech, ChatGPT and similar bots are still making mistakes and it is still unclear whether the technology, known as generative AI, can fully replace search as we currently know it.
Google has already integrated more conversational technology into its search engine, including providing easy-to-click answers to the questions most often associated with search requests.
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