Artificial intelligence is undoubtedly on course to be a key recurring theme for marketers in 2023. Both Google and Microsoft have unveiled AI concepts this year.

Google pipped Microsoft to the post by a single day in February when it launched Bard, a conversational AI interface which Google said would power future AI initiatives in search. Microsoft then confirmed the following day it would use a version of ChatGPT to create a new search experience for users, where they could ask Bing anything and get complete answers. Microsoft said that building AI into its core search function significantly improved the relevance of search results.

Fast forward a month and Google appears to still be trying to get a grip on what Bard actually is and how it’ll be used. Its product lead has clarified that “Bard is not search”. In an additional statement it said, “Bard is separate from Search. Bard is one thing, and then generative AI features in Search are separate. Bard is a standalone experience, not in Search.”

Use and engagement growing on Bing

Microsoft doesn’t seem to be having similar teething problems. In its first monthly progress report since rolling out the new search experience, it says search engine use and engagement has skyrocketed since launching AI-powered search.

Bing is now logging 100 million daily active users, around 33 million of which are new converts to Bing. Search users are also logging on more frequently, with many now making multiple searches per day, increasing user engagement with the engine.

Microsoft attributes this growth to AI and the increased relevancy of its search results. It says, “We see this appeal of the new Bing as a validation of our view that search is due for a reinvention and of the unique value proposition of combining Search + Answers + Chat + Creation in one experience.

“Two factors are driving trial and usage. One is Microsoft Edge continues to grow in usage as it has done for the last seven quarters based on the quality of our browser. We expect new capabilities, like having Bing search and create in the Edge sidebar, will bolster further growth.  

“The second factor driving trial and usage is that our core web search ranking has taken several significant jumps in relevancy due to the introduction of the Prometheus model so our Bing search quality is at an all-time high.”

Microsoft reports that more users are also trying out the Search + Chat experience, while the number of daily active mobile app users has also increased by 6x.