Could Microsoft Bing Finally Dethrone Google? New AI Patents Could Be the Key.

Microsoft is making bold moves in the world of search engines, challenging Google’s long-standing dominance with a fresh approach powered by generative AI. Amid Google’s ongoing antitrust woes, Microsoft is laying the groundwork to transform Bing into a more competitive player in the search market.

The tech giant has filed several patent applications that aim to merge traditional search engine functions with generative AI. These innovations could reshape how we search for information online, potentially giving Bing a much-needed edge in a market that has been dominated by Google for years.

One of the key patents Microsoft is pursuing is for a system called “informational grounding.” This technology would seamlessly blend conventional search engine results with the output of a generative AI model. When a user enters a query, the system first conducts a standard search, gathering relevant web pages or data.

This information is then fed into a generative model, which synthesizes the data to produce a comprehensive and contextually accurate response.

In another patent filing, Microsoft is focusing on a technology that would generate a “semantic search engine results page.” This system would go beyond just summarizing search results. It would provide deeper contextual and reference information, offering users a richer understanding of their query. The potential applications for this technology extend beyond just search engines, suggesting that Microsoft is thinking about how AI can enhance various aspects of information retrieval and processing.

Additionally, Microsoft is looking to patent a system that allows for a dynamic, turn-based chatbot experience within the search engine results page (SERP). This feature would enable users to engage in a back-and-forth conversation with the AI about the search results, providing a more interactive and personalized search experience.

These developments come at a time when AI is redefining what we expect from search engines. According to Thomas Randall, advisory director at Info-Tech Research Group, the trend is moving away from traditional search engines toward “answer engines.” In other words, users increasingly want direct, accurate answers rather than a list of links to sift through.

The recent court ruling that found Google’s search engine dominance violates antitrust laws might just open a door for Bing. Judge Amit Mehta’s decision highlighted that advertisers have been reluctant to shift spending from Google to Bing due to Bing’s lack of scale. However, with potential penalties looming for Google, Microsoft might find itself in a stronger position to compete.

The challenge, however, lies in overcoming Google’s “cultural dominance.” For years, “Googling” something has been synonymous with searching the web, a hurdle that Bing has struggled to clear. As Randall points out, while people don’t say “Let’s Bing it,” the barriers to entry are now lower than ever.

There’s also the risk of missteps.

Google’s AI search function faced backlash due to issues with hallucination and errors, leading the company to scale back its deployment. As Bob Rogers, Ph.D., co-founder of BeeKeeperAI and CEO of Oii.ai, notes, the problem of AI hallucination remains unresolved. If Bing is thrust into the spotlight, it’s unclear whether it can avoid the same pitfalls.

Yet, if Microsoft can crack the code on these challenges, it might just position Bing as a frontrunner in the next generation of search engines.

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Information Source: What’s Next for Microsoft, Bing in the Google Antitrust Decision?