May 5, 2023: On Thursday, Microsoft said that it dispenses with the waiting period it has had in place for the previous three months for its ready Bing search engine, permitting anyone with a Microsoft account to use it. The recent Bing revealed features of a chatbot smartened up with the GPT-4 A. I model from OpenAI, that’s almost the same as the startup’s famous ChatGPT bot.

Google remains the leader in search advertising. Microsoft needs to become a challenger after establishing Bing in 2009, with help from OpenAI. Microsoft has stated that for every percentage point of share it has the profit in the highly profitable search category, its earnings will increase by $2 billion.

ChatGPT sparked a surge of interest in AI technologies that make text, images and other content in answer to human input with its look in late November. Microsoft gives cloud services for ChatGPT and offers GPT-4 to businesses looking to get on generative AI.

Further to augmenting Bing with the GPT-4, Microsoft has plans to incorporate the AI model into its Microsoft 365 productivity software and bring a chatbot for security practitioners from different products. Google, for its part, is working on adding generative AI to its investigation engine, and it has a language model rivalling GPT-4 that developers have begun using.

“We have an excellent, positive signal from the time we launched,” said Divya Kumar, market global head for search and AI at Microsoft, in an interview. In the previous week, Microsoft CEO Satya Nadella said Bing had gone over 100 million daily active users.

But while Bing has taken a share of consumer web searches, it has not won a share of search revenue in the three months since Microsoft introduced the recent version during a press event on its Redmond, Washington, Bernstein critics led by Mark Shmulik wrote a note to clients on Wednesday.

“At its heights, Bing reached #4 on the US iOS App download level in February,” the Bernstein analysts state, citing Apptopia information. “Following the launch of the recent Bing, Bing’s complete app download volume has increased by 4x. Therefore, Bing download momentum refused throughout March and April.” Bernstein has the equivalent of purchase ratings on Google’s Alphabet and Microsoft shares.

Recently, Microsoft has been bulking up Bing with more capabilities and broadening access.