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Jonas Dominique
Jonas Dominique 2 May 2023

Bing's "Un-Googling" Issue & Why it Changes Content Marketing

If you're even remotely tuned into what's been taking place in the world of search engines, you've probably been hearing about things like ChatGTP and Open Source Search and seeing a lot of press around the new and improved Bing! While Bing's search traffic is not even close to that of its big brother Google (Statista), they're coming off a slow incline that started after a dip in 2019. So why are we talking about them if they're not even in the same percentile?

In this article, we will discuss what makes the new Bing experience worth paying attention to and how the most significant issue for Bing will be 'unGoogling' the world of searchers.

The New GPT Powered Bing

I was introduced to Chat GPT because I saw a few posts by colleagues on LinkedIn about it and was immediately compelled to Google it and figure out what the hype was all about. 

I spotted the green icon in the app store and began downloading it immediately. What I didn't realize at that time were the plans Microsoft had to rejuvenate their search brand, Bing, with this popular new tool.

Months later, my news apps were blasting with headlines surrounding Bing AI Chat. I have run Bing Ads in the past, but I've rarely searched on the Bing platform because I don't use Edge, and I always have, by rote practice, immediately turned to Google for any queries.

The new Bing AI chat uses GPT-4 to formulate its answers, except for the visual input feature (1). Microsoft claims that integrating the latest language model makes Bing more robust and accurate than ChatGPT (1).

The revamped search engine will use the power of artificial intelligence to understand queries written with natural language and to generate answers (2). ChatGPT’s expansive abilities make it possible for the “new Bing” to get creative, too.

Bing can create meal plans or navigate budget restrictions in a travel itinerary (3). It can also write a poem or lyrics (3). If you want to experience GPT-4, sign up for the new Bing preview (4).

The new Bing AI chat uses GPT-4 to formulate its answers, except for the visual input feature. Microsoft claims that integrating the latest language model makes Bing more robust and accurate than ChatGPT.

The revamped search engine will use the power of artificial intelligence to understand queries written with natural language and to generate answers.

ChatGPT's expansive abilities make it possible for the "new Bing" to get creative, too. Bing can create meal plans or navigate budget restrictions in a travel itinerary. It can also write a poem or lyrics. If you want to experience GPT-4, sign up for the new Bing preview.'

1.zdnet.com 2.windowscentral.com 3.mashable.com 4.blogs.bing.com 5.tomsguide.com

The Un-Googling Problem

Search is Synonymous with Google. The brand name is used as a verb for searching. "Google it!" I've said I'm Googling something when I was searching using Alexa and Siri before, and Siri uses Google, but Alexa uses BING!

Bing has not done a fantastic job establishing their brand at the top of mind for all searchers. Google is more recognizable than Bing because Google has a lot bigger data (1). Most search engine algorithms rely on past user data to power the current version of algorithms (1).

Google, having 5 to 6x the market share of Bing, has 5 to 6x the data to analyze and use for its algorithms (1). All things being equal, bigger and better data wins over better algorithms (1). Regarding conventional search engine results and accuracy, Bing and other search engines have a long way to go before they can deliver Google-level performance (2).

This means Google still does much better with more search results, more relevant search results, and a better understanding of user intent (2). According to a lawyer working for Google’s parent company, Alphabet, “Google” is the most searched term on Bing “by far” (3), which shows that people use Google by choice, not force (3).

1. medium.com 2.maketecheasier.com 3.theverge.com 4.searchenginejournal.com 5.businessinsider.com 6.androidauthority.com

Bing is revolutionizing Search with Chat GPT, but they're inadvertently positioning their chat tool against search engines. This is a problem because, for most simple searches, Google Search seems to be either equal to or superior to Bing Chat and is faster (1).

However, as the level of complexity increases, Bing starts doing better (1). The obvious benefit of using Bing Chat versus existing options like Google Assistant is that you don’t have to phrase your question in a specific manner (2).

Bing Chat has the potential to be more accurate than Google Assistant because it pulls from more recent information and relies on multiple sources of information (1). For newcomers, talking naturally, like Alexa, Google Assistant, or Siri, is an easy transition (3).

1.adguard.com 2. androidauthority.com 3.windowscentral.com 4.digitaltrends.com

Changing the Content Game

Bing's new tool is way more helpful than Google's. You can poll multiple sources to answer your questions, and you don't have to enter a website if you don't want to find the answer. Will this change the way business uses content for marketing themselves?

Bing AI chat can change content marketing in many ways. For example, the Bing chatbot allows you to change the response style (1). You can choose from three options, including “More creative,” “More balanced,” or “More productive.”

However, depending on the tone, the chatbot may produce less accurate responses (1). Use this to your advantage. If you are in marketing and not a first mover, you're just waiting until future tech catches up or starts becoming widely used already, and by then, you're not ahead of the curve.

Microsoft’s goal with Bing Chat is to drive more traffic to publishers in this new world of search (2). Marketers should use generative AI for brainstorming, creating first drafts, and producing product descriptions at scale (3).

But they may want to hold off on assigning generative AI to a customer-facing role for now, as 47% of US adults don’t believe AI can generate better work than a person (3). By using AI and machine learning in marketing, we can enable more relevant consumer experiences and personalized, engaging advertising across the Bing Network (4).

1.pureinfotech.com 2.windowsreport.com 3.insiderintelligence.com 4.about.ads.microsoft.com 5.businessinsider.com 6. pilotdigital.com

Conclusion

If you're not already figuring out how to leverage Bing AI and ChatGPT in your content repertoire, now's the time to start. Un-Googling may never occur, and Google will likely release its tools, which will have higher adoption rates than Bing due to their customer and brand loyalty being much stronger than Microsoft, in my opinion.

But I wrote this blog in 20 minutes thanks to Bing AI Chat. Most of it was copied and pasted over with minimal changes. This would've taken me hours to accomplish by Googling the topics I needed to cover for each section and reading the 22 websites cited in these Bing-curated essays.

How's that for scaling your content creation?

TONY STARKSS
TONY STARKSS

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