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Bing rolls out AI-powered search experience in the U.S.
Lorikeet News Desk
Apr 10, 2025
TL;DR
Bing introduces generative AI search for U.S. users, integrating LLMs with traditional search results
The new feature aims to improve search efficiency by summarizing information from multiple sources
Early data shows AI-generated search hasn't reduced clicks to original websites, with traditional results still prominently displayed
In the news: Bing has introduced a new generative AI search feature for U.S. users, integrating Large Language Models (LLMs) to deliver dynamic, AI-generated responses alongside traditional search results. While still in development, the feature aims to improve search efficiency by summarizing information from multiple sources.
Why it matters: Bing's move into AI-driven searching follows a similar initiative by Google that faced criticism for inaccuracy and ethical concerns.
Bing's generative search combines AI and LLMs with traditional search results to balance innovation and reliability.
The system reviews millions of sources, dynamically matches content, and generates search results in a new layout.
The big picture: Since launching LLM-powered chat answers in early 2023, Microsoft has incrementally evolved Bing's search experience. The latest updates enhance complex query handling and introduce a more interactive layout.
Early data indicates that AI-generated search hasn't reduced clicks to original websites.
Traditional search results remain prominently displayed alongside AI-generated content.
Zoom in: Users can access Bing's generative AI search by typing "Bing generative search" or by using an option for informational queries. AI-generated summaries can also be dismissed in favor of traditional results.
For example, searching "What is a spaghetti western?" provides an AI-generated deep dive into the film subgenre with links for further exploration.
Between the lines: The rollout raises concerns surrounding AI-generated content, particularly search results providing incorrect or harmful information, similar to issues seen with Google's AI Overviews.
AI-generated overviews may reduce traffic to original content sources by de-emphasizing article links.
Microsoft is monitoring the impact on publisher traffic, with early data showing minimal impact on link clicks.
What's next: The rollout is being done slowly to test, gather input, and improve the experience before broader availability. Users are encouraged to provide their insights using the Feedback icon's thumbs up/down on the search results page.
