It is rumored that Microsoft will integrate ChatGPT into Bing. Can AI magic defeat Google search?

According to industry media reports, the chatbot ChatGPT and GPT-3 large language model launched by OpenAI may be integrated into Microsoft’s Bing search engine in the near future. The report quoted Microsoft insiders as saying that Microsoft is seeking to use its $1 billion investment in OpenAI to introduce ChatGPT technology to Bing. This change will come as soon as March this year.

How does ChatGPT work in search engines?

What differentiates ChatGPT from previous large language model instances is its ease of use sex. It can respond to simple or complex queries using natural human language, and can even further streamline responses when users ask for them. It also displays information directly, eliminating the need to click on links and then search within the text to find specific snippets.

Google has taken some steps to address this aspect of search, including using its own large language model to create snippets and snippets of popular articles and highlighting text in links when users click on them. But experts say artificial intelligence is likely to play an increasing role in future searches.

Microsoft has previously confirmed that it plans to integrate DALL-E2 image generation technology into Bing through the built-in image generator and Microsoft Designer. Microsoft said at the time, "This reflects how our investments in AI research are infusing AI into everything it builds, produces, and delivers to help users be more productive and innovative."

Will ChatGPT The move to integrate technology like this into Bing is part of Microsoft's broader effort to try and ultimately beat Google. Google's broader AI integration has proven difficult in providing direct query responses. The exact form of its integration is unclear, and Microsoft declined to comment when industry media asked about its plans.

According to reports, the plan will provide more detailed answers to questions asked by Bing users. As Shelly Kramer, chief analyst at Futurum Research, said: "By using machine learning and artificial intelligence technology, it can respond to user queries."

Since its launch in 2009, Bing has been working hard to Search engine market brings greater impact. But Kramer said that if done correctly, the development could directly threaten Google's dominance in search. He said, "Google makes a large portion of its revenue from search, so it must be concerned about this threat."

ChatGPT is already used as a search and answer engine

Krame said, "ChatGPT is already being used as a search and answer engine. A friend shared a week ago that his 9-year-old daughter was doing science homework on her iPad and phone. When he came up to see what she was doing, he saw her ChatGPT is being used for search, not the Google search engine, not social media, but ChatGPT powered by AI. This is already happening."

Providing answers through artificial intelligence and moving away from providing in-depth content There are risks with this move by the website. ReflectDigital SEO Director Andy Mollison said: "Bing's choice to cooperate with ChatGPT is a huge threat to Google's technological progress and user experience. With the development of technology, in order to maintain its dominant position in the search market, Google naturally needs to Develop your own conversational artificial intelligence."

But Mollison believes this will harm the interests of creators and content producers. He said AI-generated responses should only be provided if the original author was unable to provide a clear answer. The problem with this approach, he noted, is that it would look at how to differentiate between human-generated content and AI-generated content.

As tools such as ChatGPT become more widely used, the need to differentiate between websites for writers, researchers, journalists and content producers, and those whose content is generated through artificial intelligence tools, may become a A bigger and bigger problem. Mollison added that the problem already exists and poses a greater risk to the accuracy of mainstream content.

AI-driven search can bring more benefits

But if ChatGPT is properly integrated with the answers provided by the AI ​​system, it can provide enterprises with The benefits may outweigh these risks and may even drive more traffic to the site, although ChatGPT will need to improve its ability to reference content before it can become a viable alternative.

"Bing can use this data to provide relevant search suggestions or relevant information in the user's search results to provide users with reasons to conduct additional search queries," Mollison said. Bing could use this data to try to answer questions, much like Google's Featured Snippets, but this would be dangerous in terms of ensuring factual accuracy."

He believes that, at least initially, Bing will use ChatGPT as an "add-on" tool on the search page to showcase the technology as a Microsoft tool, rather than integrating it more tightly into search results. He added: "Therefore, it can be used as a public relations tool to persuade users to use Bing for search because they believe that technological advancements make Bing's service quality higher than Google."

Embryo Company Analysis Director Sam Thomas said that no matter what happens, if ChatGPT cites external sources to provide its results, it should explain the content and citations, and remind searchers to confirm the source of the information.

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