Microsoft bing integrates generative AI for enhanced question answering

Microsoft has introduced significant updates to Bing search, now featuring AI-generated responses to queries. With AI integration heating up across tech, Microsoft joins the trend by adding generative AI to Bing. Unlike the standard search results that merely compile information from various sources, Bing’s new AI feature generates responses based on extensive data processed by large language models. This AI-generated answer will also include links to the original sources for further details. 

Bing will display AI-generated responses alongside traditional search results, though the page may appear more cluttered. Currently, Microsoft is testing this feature with select users and may offer an option to disable AI responses in the future based on feedback.

How effective are AI-Generated search results?

When searching online, such as for computer repair tips, users typically seek expert advice rather than AI-generated content. This highlights a key issue with AI search results: while they can be useful for straightforward queries, they often fall short for complex questions requiring expert input.

Reports suggest that Google's AI-generated overviews are sometimes ineffective, and thankfully, Google allows users to disable these AI results. It remains to be seen how Bing's new AI-powered search results will compare to Google's performance. The impact of AI integration on Bing is still unfolding.

Will Bing’s AI search affect website traffic?

A major concern with AI-driven search results is their potential effect on website traffic. If AI can provide direct answers at the top of search results, users may bypass the original sources of information.

While established publications may manage this shift, smaller websites might struggle with reduced traffic due to AI integration. Microsoft is monitoring this closely and initial reports suggest that website traffic remains stable despite AI integration. However, this feature is still being tested with a limited user base, so its broader impact on traffic remains to be seen.