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Search engines set for the biggest change ever

Bing Chat is currently being rolled out on browsers other than Microsoft’s Edge, including Chrome-based ones. This is important for marketers because it may draw more users towards Bing, consequently making the search engine more interesting for advertising.

Bing Chat takes a really interesting approach, or at least the version I’m seeing is. If I type in a query, we get the usual set of search results, which are pretty decent …but we also get a ‘chatty’ answer in the sidebar, with references. For example, when I asked Bing: “What sort of queries is Bing Chat a good choice for?”, the sidebar chat answer was:

Bing Chat is a conversational AI chatbot that was launched by Microsoft in February 2023[1]. It is powered by the GPT-4 language model from OpenAI, which makes it more powerful than ChatGPT and allows users to have natural conversations with the chatbot about a variety of topics[1]. Bing Chat is designed to help users search, chat, and create all in one place[2]. It can answer questions, provide complete answers, and even summarize responses to specific questions and needs[2]. Bing Chat can also help you plan your special anniversary trip, write a story, or even help with coding[2]. In addition, Bing Chat can help you get inspired by writing poems, stories, or even creating a brand new image using only your words 2. Bing Chat is an excellent choice for users who want to have a natural conversation with an AI chatbot and get complete answers to their questions.

Learn more:
[1] | [2] | |

As you can see, this is a much more comprehensive and readable answer than the conventional search results, although these still take up the main part of the page on desktop screens. I fully expect that to change in the future though, with the conventional search results slowly being relegated to the sidebar or as footnotes.

The challenge for the search engines (which will concern all of us who use search advertising) is to integrate the adverts with this new presentation.

Give it a try at, perhaps by using some technical queries relevant to your market sector…

…and you might also like to test out how Google’s Bard compares.