Microsoft’s Bing search engine is introducing a new generative search experience, currently being rolled out to a small percentage of user queries. This new feature combines the power of generative AI and large language models (LLMs) with traditional search results to create dynamic, tailored responses to user queries.
Bing provided this example: when searching for “What is a spaghetti western?”, Bing now provides an AI-generated explanation of the film subgenre, including its history, origins, and notable examples, alongside the regular search results.
The new experience utilizes both large and small language models to understand search queries, review millions of sources, and generate results in a new AI-generated layout. This approach aims to more effectively fulfill the user’s intent while maintaining the prominence of traditional search results. Microsoft has refined its methods to optimize accuracy and is closely monitoring how this new feature impacts traffic to publishers.
Worried about AI tanking your traffic in search?
Read my new eBook: Evolving Your SEO Strategy in the Age of AI and Search Generative Experience (SGE).
Early data suggests that the generative search experience maintains the number of clicks to websites and supports a healthy web ecosystem. The design includes retaining traditional search results and increasing the number of clickable links, such as references in the results. Microsoft is taking a cautious approach to rolling out this feature, seeking feedback and conducting tests to ensure a great user experience before making it more widely available.
Paul Dughi.com 