In a bid to take back lost ground from Microsoft’s Bing, Google is planning to revamp its search engine with more advanced AI technology in response to the biggest threat to its position as the internet’s main gateway. In a report by the Associated Press, the search engine giant is hoping to use AI to push back against Bing’s resurgence thanks to AI-powered tools integrated in earlier this year.
This shift in the Google search engine comes three months after Microsoft’s Bing search engine started tapping into similar technology to that which powers AI chatbot, ChatGPT, and since rumors of Samsung looking to Bing as a possible default search engine replacement for its phones.
During all of this, Google is testing its own conversational chatbot, Bard, which is powered by generative AI technology. Generative AI is the technology that also powers ChatGPT, which has taken the world by storm since its November release.
But Google has been lagging behind for some time as Bard has only been available to people accepted from a waitlist. Google’s CEO, Sundar Pichai, announced the AI technology during a developer’s conference, describing it as an exciting inflection point where the company is reimagining all of its products, including search.
The transition will begin cautiously. That’s because the search engine itself is the company’s most valuable asset. This will cause them to an experimental approach to integration. This means that the AI will sound more factual than conversational.
Google is also going to add a new filter called “Perspectives” that will focus on what people are saying online about whatever topic is entered into the search engine. The new feature will be placed along existing search filters for news, images, and video.
With that said, the company will build in guardrails to prevent the AI baked into the search engine from responding to sensitive questions about health and finance matters. To protect the user, in those instances, Google will continue to steer people to authoritative websites.