Microsoft has made important changes as it transitions to AI-supported search by combining the power of large language models (LLM) and small language models (SLM) with Bing’s search results.
It also has taken publishers into consideration as it makes this transition.
The company explained in a post how the combined technology understands the search query, reviews millions of sources of information, dynamically matches content, and generates search results in a new AI-generated layout.
The impact of traffic on publishers has been a vital consideration. Early data suggests that the experience maintains the number of clicks to websites and supports what the company calls a “healthy web ecosystem.”
The technology retains traditional search results and increases the number of clickable links, such as the references in the results. It understands the search query, reviews millions of sources of information, and dynamically matches content before generating search results in a new format.
A small set of users is testing the feature, but the gradual rollout will take time.
Microsoft plans to gain feedback, test and learn, and work to create a successful experience before making it broadly available. No time frame was provided.
Jordi Ribas, corporate vice president, head of search at Microsoft, shared an early look at Bing’s new generative search experience on the social media site X.
“This is another meaningful step forward in our evolution of AI-powered search,” Ribas wrote.
Microsoft also shared an example in a blog post. “If a user searches “What is a spaghetti western?” Bing shows an AI-generated experience that dives into the film subgenre, including its history and origins, top examples and more.”
The information comes with links and sources that show where it came from. It also allows the user to click through for more information. The regular search results continue to prominently display on the page, the company said.
Google also continues to move forward with integrating AI into search in a variety of ways. The company reminded analysts and investors on its earnings call earlier this week that it will have ads in AI Overview.
Philipp Schindler, Alphabet senior vice president and chief business officer, confirmed that ads are coming “soon.”
At Google Marketing Live, the company announced it will begin testing search and shopping ads in AI Overviews for users in the U.S., and they will have the opportunity to appear within the AI Overview in a section labeled as sponsored when relevant to the query and the information.
