Microsoft Bing lags behind Google as a search engine but can improve its status by utilizing OpenAI’s language technology, which powers ChatGPT. Despite being second to Google in the search engine market, Bing still handles millions of queries a day, and with the integration of AI, it has the chance to grab more attention for itself. However, Bing needs to ensure that its technology is trustworthy and reliable. Microsoft has addressed this challenge by addressing issues such as advertising and data sources. Bing search and AI leader, Jordi Ribas, is a big fan of the technology, even using it to write a memo for his boss, saving him time and improving his English. Once the technology expands, it will allow users to search for more complex information. Here are seven things you need to know about Bing AI.

• Bing AI is Not Merely A Revamped ChatGPT!

  Microsoft has made a financial commitment to OpenAI, the artificial intelligence laboratory responsible for developing ChatGPT, a tool that has generated enthusiasm about AI. Microsoft blends its Bing search engine with OpenAI’s language technology. While ChatGPT and Bing’s “chat” option can provide ChatGPT-like results, for other queries, Bing and OpenAI technology are blended through an orchestration system called Prometheus. This makes Bing AI more effective at answering complicated queries. This means that for more complex queries, like “I like the band Led Zeppelin. What other musicians should I listen to?”, OpenAI first paraphrases that prompt and Bing provides a bulleted list of similar bands, complete with a two-sentence description.

• Factual Information Annotated on Bing

  The ChatGPT tool generates text without providing the source of the information, while Bing annotates factual information because it indexes the web and knows the source. This improves the credibility of AI responses, addressing a common criticism. Bing’s web indexing enables better sourcing transparency, which allows users to evaluate the accuracy of responses and avoid being misled by AI-generated content.

• Blending Organic Results with Advertisements

  Bing AI’s complex answers offer a new way for Microsoft to make money through ads. By blending organic search results and items placed by advertisers, Bing AI searches can generate revenue. For instance, when users ask for help planning a one-week trip to Iceland without a rental car, AI-powered Bing offers suggestions like hotel recommendations and multi-day tours. The response includes three sources for the information, as well as an ad from a tour company, which is labelled as “ad”. While this approach raises questions about transparency, Ribas assures users that the ads are clearly marked.

• More Relevant Results

  The main criterion for a search engine’s effectiveness is the relevance of its results, and Microsoft’s use of OpenAI technology significantly enhances its ability to measure the relevance of search results. This makes OpenAI-boosted results more relevant than plain old Bing.

• AI Technology Can be Flaky

  The effectiveness of a search engine is based on the relevance of its results and the trustworthiness of the information it provides. Microsoft has made significant efforts to ensure that Bing AI is reliable, taking into account factors such as ad display, transparency of data sources, and grounding the AI in reality. This is important because ChatGPT has been known to produce unreliable results, and trust is essential for a successful search engine.

• No Direct Line Between AI Training and Results

  While ChatGPT is trained on a huge amount of internet data, it’s difficult to establish a direct correlation between that training data and the responses generated by ChatGPT. Bing AI can provide a more transparent look at where the information comes from because Bing knows the source from its indexing of the web.

• More Trustworthy Results

  To make Bing AI trustworthy, Microsoft has to ground the AI technology in reality, so users get trustworthy results, not digital hallucinations that can be hard to spot in machine-generated information. This helps users evaluate whether the response is accurate or a mere AI hallucination.

So we can say that Bing has a chance to grab more attention for itself with the help of OpenAI’s language technology, the artificial intelligence foundation that’s made the ChatGPT service a huge hit. The integration of AI helps Bing provide more valuable and trustworthy search results for users. Through these seven ways, Microsoft is showing how Bing AI is more conversational, personal, and relevant, paving the way for the future of search.