With the release of ChatGPT back in 2022, the use of AI tools to search for information online has become widely accessible. AI chatbots can understand context, be nuanced, and engage in an extensive human-like dialogue. As large language models continue to produce faster, more accurate results, it’s clear that AI can prove to be a real threat to traditional search engines. Considering that search makes up about 60% of Google’s total revenue, it would not be surprising to see them invest heavily in AI to preserve their revenue. However, Google may be a step behind when it comes to AI search.
Google’s long standing rival, Microsoft, invested $13 billion in OpenAI only two months after the startup’s release of ChatGPT, clearly looking to integrate the technology into Bing and it’s suit of productivity products. By the end of 2023, they had released Copilot, a ChatGPT-backed AI assistant capable of quickly providing accurate information. Copilot features various plugins for different aspects of search: recipes and meal planning, flights and vacation stays, shopping, and restaurant recommendations. Beyond its core functionality as a search tool, Copilot has been integrated with Microsoft 365 apps like Word, Excel, and PowerPoint as a productivity assistant and it can even create music.
On the other hand, Google has yet to fully roll out any AI tools to supplement its search engine. Currently, Google has Search Labs, a collection of AI experiments including a game featuring a cello-playing ostrich. However, it also includes generative AI tools meant to streamline the search process, giving summaries and overviews of search results while providing key points of any individual page. While anyone can opt-in to try these features, Google clearly states that they are only experimental and that the quality may vary. Essentially, Google doesn’t believe its AI tools are consistently accurate enough to officially integrate them into its search engine. Considering Microsoft and Google would have both set high quality standards for these tools, Microsoft’s confidence in releasing Copilot and integrating it into so many of its products may indicate a stronger tool than what Google has in store.
While Bing and Copilot are seemingly ahead of Google for now, it’s important to remember that Google is the number one search engine by a huge margin. Although Microsoft’s lead on AI may help close the gap, Google has had roughly 90% of the search market share for decades and likely won’t lose its lead any time soon. At this point, most people are so accustomed to Google that Bing would need to implement immensely revolutionary tools if they want to topple Google.
Regardless, Microsoft has lit a fire under Google, and they will need to work harder and faster to remain the leading force in this segment of the industry.
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