One of the key changes is bringing search results directly from Bing to ChatGPT. Now, OpenAI’s chatbot can pull results from Bing Search to provide to paying customers.

Microsoft Adds New AI Upgrade to Bing

The software giant is also expanding a “plug-in” that uses OpenAI-compatible standards to make it easier for businesses to engage with consumers right on its search engine.

The updates to Bing are part of an effort to capture an estimated $286 billion global advertising market dominated by giant Google.

Since Google hasn’t rolled out the upgrades widely, it’s unclear which updated search engine users “prefer.” However, the Bard chatbot, which competes directly with ChatGPT, already has some answers built in based on Google Search results.

Additionally, the new cloud services feature includes enabling companies to build add-ins that connect to Microsoft 365 Co-pilot (AI assistant for businesses).

In addition, Microsoft's AI assistant is also released to some Windows users in preview form starting next June.