Industry Commentary
Microsoft’s 2019 $1 billion investment in OpenAI (creator of ChatGPT) is in the development phase of a newer version of its Bing search engine.
According to an article from The Information, Microsoft plans to use the AI chat behind ChatGPT to answer some search queries instead of simply showing a list of links. This would deliver a more human-like component when replying to questions.
A Game-Changer
GPT (Generative Pre-Training Transformer) is a machine learning model that uses a significant dataset and can respond in humanlike text, thus, giving Bing a heads up on user context and intent of searches. ChatGPT enables users to ask a question and receive not only answers, but ask follow-up questions, challenge incorrect statements, and turn down inappropriate requests.
Microsoft is looking to disrupt its search rival, Google, which owns more than 90 percent of the search market share. Google is already calling for “all hands” on deck to respond and launch their version of ChatGPT. But the stakes are bigger for Google! Think about it: Google is and has been the central hub for search for the last twenty years. Any misstep in launching prematurely could be a big risk.
According to Bloomberg & CNBC, “Last month, Google employees asked CEO Sundar Pichai and AI research chief Jeff Dean about the chatbot’s threat to Google. The response was clear about getting the process correct upon launch. “Google has been working on similar technology in its LaMDA, or Language Model for Dialogue Applications system, but faces reputational risk from any mistakes or errors, the two executives said.”
The concern from Google may indeed be genuine. After all, they have billions of users trusting them to get accurate answers. Now compare that number to a measly 1 million ChatGPT users (in early December), there is a genuine reason to be skeptical of potential missteps.
Chacka’s Hot Takes:
But are there other reasons behind this massive investment? Our team had a few thoughts:
“We have seen that users often want to ask longer and more detailed questions without the reward of getting what they wanted. They have been trained to type random keywords into their search browsers and even with voice assistants, there was a promise of conversation only to be met with “Sorry, I don’t know that one.” While advertisers, especially ones in tune with evolving technology, will be able to respond to their strategy, I think the biggest impact will be seen as users relearn how to engage with these platforms. We will likely see more native questions and could even see more reliance and even trust built as they see the platforms with more humanity.”
-Shane Ragiel, Sr. Director of Strategy, Chacka Marketing
“Google queries what has already been written, ChatGPT manifests brand new results. It’s a game changer for users and once they’re retrained, there’s no telling how it will be used, but it sure is fun to speculate! Google referenced their “reputational risk” and that is valid. There will be missteps with artificial intelligence and people are less forgiving of established brands.”
–Janel Laravie, CEO & Founder, Chacka Marketing
“While there are a lot of unknowns in how the integration of ChatGPT and Bing will look, brands should embrace the unknown. Early adoption means leaning in and working out the kinks before everyone else. If you are not active on Bing today, now is the time to have a presence.”
–Ryan Kelley, VP of Operations, Chacka Marketing
Three use cases we liked most
ChatGPT has already unlocked interesting use cases. Below we’ve compiled some of our favorites:
1. ChatGPT Writer: It uses ChatGPT to generate emails or replies based on your prompt!
Link: http://bit.ly/3vGB3if
2. WebChatGPT: WebChatGPT ( http://bit.ly/3CsA210) gives you relevant results from the web!
3. ChatGPT or all search engines: You can now view ChatGPT responses on Google and Bing!
Link: http://bit.ly/3QlH2Tl
Will ChatGPT be a disruptor to Google? We asked ChatGPT!
It’s difficult to predict the future of the technology industry with certainty, and it’s possible that ChatGPT or similar technologies could become disruptive to Google or other companies in the future. However, it’s important to note that Google is a well-established and highly successful technology company with a wide range of products and services, and it has a strong track record of adapting to new developments in the industry. Whether or not ChatGPT or similar technologies will be able to disrupt Google’s position in the market will depend on a variety of factors, including the adoption and adoption rate of the technology, the effectiveness and usability of the product, and the competitive landscape.
About the author: Amanda Grow is the Marketing Lead at Chacka Marketing. With over 10+ years experience in the digital field, she enjoys sharing her commentary on marketing trends and product news with her peers and clients.
