Microsoft has introduced an AI-powered generative search feature on Bing. This new feature is currently available to a limited number of users and integrates AI-generated answers directly on the search page.

The new Bing search experience combines traditional search results with AI-generated answers created using large and small language models (LLMs and SLMs). These models understand search queries, review millions of sources, match content, and effectively generate customized responses to meet user intent. The AI-generated answers appear at the top of the search page, with sources listed for transparency.

Analyst QuickTake: This follows Google's launch of the "Search Generative Experience" feature in 2023. While Google began rolling out its AI capabilities earlier this year, it also launched an AI Overview feature for US users in May, which allows it to enhance the search experience by amalgamating real-time information, Google's ranking, long context, and multimodal elements. At the same time, it also announced that it plans to use GenAI to organize the entire search results page for some search results in the future.