Fabrice Canel, a 26-year search veteran at Microsoft, discusses the state of artificial intelligence in search and the integration of chat experiences in the new Bing. In February 2023, Bing introduced the new AI-powered Bing and Microsoft Edge. AI-generated stories, Bing Knowledge Cards, and Bing Image Creator offer the ability to explore topics with facts, image-based timelines, polls, actions, and related topics. Bing has applied an AI model to its core search ranking engine, leading to the largest relevance jump in two decades. Bing has reimagined how customers interact with search, browser, and chat by pulling them into a unified experience. Canel discusses the challenge of integrating the capabilities of Bing’s AI-powered Chat answer into the search UX and the ideal Bing search product that must smoothly transition between Search and Chat modes based on the user’s intent and preference. UX and SEO have the same goals these days. Bing advises people to use the output from Bing Chat by toggling the tone of chat.

source: AI in search: Insights from Bing’s Fabrice Canel