The Battle for AI Search Heats Up: Latest Developments from Microsoft and Google

The race for AI-enabled search is on, and the stakes are high as Microsoft and Google are competing to be at the forefront of this exciting field. Last week was a milestone in the world of AI, as both companies made significant announcements about their latest offerings. In this post, we'll take a closer look at what these announcements mean for the competition for AI-enabled search and what could have led Google to fall behind.

Microsoft's Announcement

Microsoft announced that it will be integrating ChatGPT into Bing to allow people to use Generative AI to answer questions, instead of just endlessly searching. In their demo, they showed how “BingGPT” (my term) could help users get their bearings about a topic, such as famous Mexican painters or Japanese poets. BingGPT could also develop a travel itinerary for a vacation and attempt to answer questions like "Will a sofa fit in a Honda Odyssey?"

Microsoft also unveiled the new Edge browser, which would have the productivity right in the browser. From a CPA perspective, what was impressive was how Microsoft was able to summarize a GAP press release and produce instant comparatives with Lululemon. They also demonstrated how BingGPT could instantly generate a LinkedIn post. In the demo, Microsoft showed how you can direct the AI to use a specific tone (which in this case was “enthusiastic”).

One of the other key takeaways from the unveiling was Microsoft’s positioning of BingGPT. They see it as a co-pilot: something that the user can use to augment their work. That is, they are not looking to unveil bots to replace office workers. Check out the following extracts from the announcement:

 The full presentation is available here

Google's Announcement

Google, not to be left behind, also had an announcement the next day. They chose Paris to unveil their alternative to ChatGPT, Bard.

Unfortunately, the announcement was received as underwhelming. The demonstration was cut short when they misplaced a phone, and they seemed to be more focused on incremental improvements to their existing offerings, such as multi-search (i.e. search by image and text) and augmented reality apps, which provide a Google maps overlay of the shops on the street.

With respect to Bard, there were few details provided. Google mentioned that an API would be available for developers next month, but there was no information about when the average user would be able to try it. The biggest news with Bard, however, was the mistake it made when retrieving an answer. As was widely reported, "Google's blog showing off Bard's capabilities, the AI falsely said the James Webb Space Telescope took the first ever picture of an exoplanet. It was Webb's first picture of an exoplanet, but the first picture taken occurred back in 2004."

The result of Google's stumbles?

Investors were quick to react and wiped out $100 billion of the search engine’s market capitalization.

What happened to Google’s lead?

Google is a prime example of a company that got caught in the innovator's dilemma. Their dominant position in the search engine market made them extremely profitable, but it also made them slow to respond to the rise of AI-enabled search. Google was too focused on maximizing their existing business model and the advertising revenue that came with it, which made them hesitant to invest in AI-enabled search. This is because AI-enabled search would limit the amount of searching that people would do, and therefore, would reduce the amount of advertising dollars that Google would earn.

As a result of their slow response, Google was overtaken by Microsoft, who was able to integrate ChatGPT into Bing, allowing people to use generative AI to answer questions. Google's Bard launch was a clear indication that the company is playing catch up in the AI-powered search space. In order to remain competitive and not lose market share to Microsoft, Google will need to quickly respond and make improvements to their offering.

Though their launch needed work, their panic is justified. Nadella stated during the launch of BingGPT:

"It's a new day in Search. It's a new paradigm for search. Rapid innovation is going to come. In fact, a race starts today in terms of what you can expect and we're going to move. We're going to move fast. For us every day, we want to bring out new things. Most importantly, we want to have a lot of fun innovating again in Search because it's high time."

The statement highlights Microsoft's ambitious plans to capture market share from Google in the rapidly evolving AI-powered search space.

In closing, Google's experience serves as a cautionary tale for companies that are tempted by the riches of their existing business models. In order to stay competitive, companies must be willing to take risks and invest in new technologies, even if they may disrupt their existing business. Companies that are too focused on preserving their existing profits may miss out on new opportunities and be left behind.

Author: Malik Datardina, CPA, CA, CISA. Malik works at Auvenir as a GRC Strategist that is working to transform the engagement experience for accounting firms and their clients. The opinions expressed here do not necessarily represent UWCISA, UW, Auvenir (or its affiliates), CPA Canada or anyone else. This post was written with the assistance of an AI language model. The model provided suggestions and completions to help me write, but the final content and opinions are my own.