The news: Microsoft will incorporate generative AI into its Bing search engine.
Worth the risk? ChatGPT stands out amid the explosion of generative AI tech, having garnered more than 1 million users within five days of its release in November.
Its meteoric rise prompted warnings from former Googlers about its threat to Google Search and a multitude of concerns about fueling the spread of factually incorrect and biased information. Google managers issued a “code red” about the threat ChatGPT poses for the search giant, per Insider.
Microsoft’s Bing maneuver will put pressure on Google to abandon its more cautious AI approach and devise its own generative AI-based Search feature—possibly based on LaMDA—sooner than it may have initially planned.
Obstacles to success: Generative AI is seen as such a powerful tool for quickly creating an array of novel online content, that it has prompted a 425% increase in investment in the technology since 2020, according to PitchBook data cited by Foley. But it’s not a surefire vehicle for taking command of the internet search market.
The trick will be effectively deploying the strategy in a user-friendly way that provides authoritative results while preserving ad click rates. That could entail an integration that combines both AI and link-based search results.
This article originally appeared in Insider Intelligence's Connectivity & Tech Briefing—a daily recap of top stories reshaping the technology industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.