Microsoft Tries to One-Up OpenAI With GenAI-Powered Bing

In a move that could transform online shopping, Microsoft’s Bing fired back at Google this week with its own artificial intelligence (AI)-powered “generative search” feature. And it’s not the only one in development.

Microsoft’s latest gambit involves testing a system that marries conventional search results with AI-powered language models. “This is another important step in evolving the search experience on Bing, and we’re eager to get feedback throughout this journey,” Microsoft stated in a post on its official blog. As Bing flexes its new AI muscles, industry experts are divided on its potential impact on eCommerce and digital marketing strategies.

OpenAI also announced Thursday it is testing “SearchGPT,” a prototype AI search feature that could change how ChatGPT accesses and delivers up-to-date information. This move intensifies the AI-powered search race, with Google’s SGE and Microsoft’s Bing Chat already vying for dominance in the rapidly evolving landscape of generative search technology.

Promise of AI-Powered Search

Available to only a “small percentage” of users, Bing’s generative search is underpinned by a combination of large and small generative AI models. While Microsoft remains tight-lipped about the specific models used, the feature aggregates information from around the web and generates a summary in response to search queries.

For instance, a search for “What is a spaghetti western?” will yield a comprehensive summary of the film subgenre’s history, origin and top examples, complete with links and sources. Users also have the option to dismiss AI-generated summaries in favor of traditional search results from the same page.

The integration of AI into Bing’s search results has sparked excitement among some industry leaders. “This isn’t just about finding products; it’s about discovering the right products that align perfectly with individual preferences and needs,” Kristaps Brencans, CEO of digital marketing firm On The Map, told PYMNTS. He envisions a future where complex queries yield highly personalized results.

This enthusiasm is echoed by others in the field. “Microsoft is going to turn online shopping upside down with generative search testing for Bing,” Kaan Guner, founder of web design company Polar Mass, told PYMNTS. He paints a picture of the enhanced user experience: “Instead of the usual list of links, they get a summary generated by AI that pulls together the features of the product, comparisons and customer reviews — in as clear and concise a manner as possible.”

However, skepticism persists among some experts. “I’m pretty skeptical about how Bing’s AI-generated search results might change things for online shoppers,” cautioned Javier Castaneda, technical SEO analyst and AI expert at the marketing firm Dark Horse. He warned that while finding products might become easier, it could also limit choice if the AI makes too many decisions for users.

A more cautious perspective comes from those with experience in large-scale SEO projects. “The main thing to remember is that today’s announcement, as far as I know, has focused on informational queries,” Bruno Rodriguez, head of organic at marketing firm Orange Line, told PYMNTS. He suggests that Bing’s new feature might be more akin to “an AI-generated Wikipedia page summary for these specific queries.”

Adapting to New Search Landscape

For businesses, the shift toward AI-powered search necessitates a dramatic overhaul of digital marketing strategies. Traditional SEO tactics may no longer suffice in this new environment.

“It’s no longer just about keywords — we’re dealing with a completely different situation now,” Castaneda pointed out. The focus is shifting to structured data markup, detailed product information, and user experience signals to optimize visibility in Bing’s new AI-powered search results pages.

The importance of creating “quality, relevant content” and “clear, engaging product descriptions” cannot be overstated. These elements will likely be featured prominently in Bing’s AI results. Additionally, the use of structured data becomes even more critical, as it helps Bing’s AI clearly understand and present product details in search results.

Some experts predict a shift in marketing tactics. If AI search becomes a dominant form of experiencing the web, brands and retailers might try to influence internet opinion through listicles, rankings and reviews, much like they currently do with link-building. This evolution could particularly impact retailers heavily reliant on affiliate marketing, who may find themselves vulnerable in the new landscape.

The potential impact of Bing’s AI integration on eCommerce behemoths like Amazon has sparked debate among experts. While some see a real challenge to Amazon’s dominance, others are more skeptical.

Optimists believe that if Bing can deliver search results more intuitively and efficiently, it might attract shoppers seeking quick answers rather than extensive browsing. This could potentially position Bing as a strong competitor in the shopping space, offering consumers a viable alternative to established market leaders.

However, tempering these expectations, some experts point out Amazon’s significant head start. “It might make searching for products more streamlined, but Amazon already has a massive head start. They’ve got the products, the customer base, the whole infrastructure,” Castenada noted.