For years Google has ruled the top of the search game, But the $10 Billion Microsoft-Open AI deal makes Bing Chat with AI a potentially formidable challenger to Google’s lead in search. I create all sorts of marketing content using artificial intelligence, but in many places, the tools are trained in models that have less than current data. This is where I was hoping to see the intersection of AI to scour and find recommendations and do so with better results.
Like 93.37% of search users worldwide, I use Google and maybe DuckDuckGo for comparison via Chrome Browser on Mac. I know how to get the results and what search patterns are generally effective. However, when I get stuck, I end up creating search after search to get the more esoteric data. I end up with a memory-sucking, hard-to-navigate browser full of tabs. The addition of AI Chat to existing search could solve that problem allowing you to have a conversation with the search to narrow the result more quickly.
Using AI to Generate a List a Recommendation List
I am rarely without my furry buddy, Woodford. Also, I like bourbon, if you can’t guess from his name. So I was interested in creating a list of places where I could eat and bring him along that included bourbon on the menu. I asked Bing and ChatGPT to create a list of dog-friendly restaurants in the Raleigh-Durham area that had bourbon on the menu. Here’s the comparison between Bing Chat and ChatGPT-4.
Bing Chat
Here is a list of the top 3 dog-friendly restaurants in the Raleigh-Durham area with bourbon on the menu:
- Whiskey Kitchen: This restaurant has a selection of whiskey and cocktails, as well as delicious food like fried broccoli and fresco burger. Their patio is dog-friendly and feels like an oasis1.
- Raleigh Beer Garden: This place has over 350 beers on tap and a Hungry Dawgs Food Menu for your furry friend. You can enjoy snacks like loaded rocket-tots and pup cups on their patio2.
- The Federal: This brew pub features 14 microbrews on tap and a pet-friendly outdoor seating area. They have daily specials and a late-night breakfast for dinner menu3.
Learn more:
1. unation.com2. bringfido.com3. petswelcome.com4. bringfido.com5. petswelcome.com+2 more
ChatGPT-4
Sure, here are the top 3 dog-friendly restaurants in the Raleigh-Durham area that offer bourbon on their menu:
- The Pit – Durham – https://thepit-durham.com/ The Pit is a popular barbecue restaurant that offers a wide selection of bourbons and whiskeys. They have a spacious outdoor seating area where you can enjoy your meal and a drink with your furry friend by your side. The restaurant has received numerous accolades for its food and drinks, and is a favorite among locals and visitors alike.
- Whiskey Kitchen – Raleigh – https://www.whiskey.kitchen/ Whiskey Kitchen is a trendy restaurant that specializes in Southern cuisine and offers an extensive selection of bourbons, whiskeys, and other spirits. The restaurant has a dog-friendly outdoor seating area where you can enjoy your meal and a drink with your furry friend. The ambiance of the restaurant is cozy and inviting, making it a great spot for a night out with friends and family.
- Lucky’s Delicatessen – Durham – https://luckysdelinc.com/ Lucky’s Delicatessen is a Jewish deli that offers a variety of bourbons and other spirits. The restaurant has a dog-friendly outdoor patio where you can enjoy your meal and a drink with your pup. The deli is known for its authentic Jewish cuisine, including its famous pastrami sandwiches, and is a must-visit for foodies in the area.
Please note that pet policies and availability may vary, so it’s always a good idea to call ahead or check their website for the latest information.
Note the citations at the bottom of the Bing results and the learn more links. Also, there was only one standard recommendation between the two, which I suspect has to do with the search influencing the AI Along with the inline links to the sources, it’s a step above in demonstrating it’s the source of information. It could also help bloggers who want to cite their sources. While ChatGPT included the links to the actual restaurants. I am sure I could do more prompt engineering to get the results in a format that worked for me.
Bing AI Chat Has Much More Current Information than ChatGPT
For my next set of experiments, I wanted to test the current data between Bing and ChatGPT. So I asked them about Silicon Valley Bank, which was at the top of the news for the last month.
Bing with AI
Prompt – Tell Me about Silicon Valley Bank.
Silicon Valley Bank is a financial institution that provides products, services and strategic advice to innovative companies and their investors. It has offices in innovation centers around the world, including Raleigh, North Carolina1. However, it recently collapsed after a bank run, which was triggered by a rough patch for technology companies and the Federal Reserve’s plan to raise interest rates. The U.S. government seized the bank and decided to guarantee all deposits, including those above the $250,000 limit, to prevent further panic and disruption2.
Received message. Silicon Valley Bank is a financial institution that provides products, services and strategic advice to innovative companies and their investors. It has offices in innovation centers around the world, including Raleigh, North Carolina. However, it recently collapsed after a bank run, which was triggered by a rough patch for technology companies and the Federal Reserve’s plan to raise interest rates. The U.S. government seized the bank and decided to guarantee all deposits, including those above the $250,000 limit, to prevent further panic and disruption.
Learn more:
ChatGPT-4
Prompt – Tell me about Silicon Valley Bank
Silicon Valley Bank (SVB) is a commercial bank that primarily serves the technology and innovation sectors, as well as venture capital and private equity firms. The bank was founded in 1983 in California’s Silicon Valley, and has since expanded to become a global financial institution with offices across the United States and around the world, including the United Kingdom, China, and India.
SVB is known for its focus on technology and innovation, and has become a leading lender to startup companies and early-stage ventures. The bank provides a range of financial services to its clients, including commercial banking, investment banking, asset management, and international banking. SVB also offers a variety of specialized services to help startups and emerging companies grow and succeed, such as venture capital financing, equity management, and strategic advisory services.
SVB has played a key role in the growth and success of many of the world’s leading technology companies, including Apple, Google, and Cisco, and has been recognized as a top bank for startups and innovation by a number of industry publications. Today, SVB remains committed to supporting the technology and innovation sectors, and continues to be a leading provider of financial services to startups, venture capital firms, and other innovative companies around the world.
Bing AI Chat had a current answer versus ChatGPT which did not know the bank had failed. The ability for the AI to access current information via Microsoft’s search shores up the hole in ChatGPT, which doesn’t have access to the latest information.
Microsoft Bing Chat Features
I was excited to get a chance to try Microsoft’s new AI-powered Bing, which requires you to use the Microsoft Edge Browser and authenticate into your account to have access should you get whitelisted to use the beta. Bing Chat is a powerful AI chatbot powered by OpenAI that integrates with Microsoft’s search engine to provide more interactive, informative, and creative results. You can chat with Bing in natural language, ask follow-up questions, get personalized suggestions, and generate content like poems, stories, code, and more.
Create Comparison Tables
One of the coolest things you can do with Bing Chat is created comparison tables for two or more items. For example, if you want to compare different models of laptops, you can type “compare laptops,” and Bing will generate a table with various specifications and ratings for each laptop. You can customize the table by adding or removing columns, sorting by different criteria, or filtering by specific values.
This feature is helpful in making informed decisions when shopping online or researching different products or services. You can compare anything from cars to cameras to colleges with Bing Chat. Below is a comparison table that compares ChatGPT and Bing, using Bing Chat:
Sure, I can create a comparison between ChatGPT Plus and Bing Chat. Here is a possible comparison based on the search results:
| Feature | ChatGPT Plus | Bing Chat |
|---|---|---|
| Language model | GPT-4 | GPT-4 |
| Access | Web app, Slack, Discord (soon) | Web app, Edge browser, Skype, Teams, Bing app |
| Cost | $20/month | Free |
| Conversation limit | None | 150 per day |
| Session limit | None | 15 per session |
| Character limit | Higher than Bing (exact number not stated) | 2,000 per prompt or response |
| Chat modes | None | Casual, Professional, Friendly |
| Image generation | Yes | No |
ChatGPT Plus and Bing Chat have similarities and differences based on this comparison. They both use the same language model (GPT-4), which means they can generate high-quality and natural-sounding responses. However, ChatGPT Plus has more access options, a higher character limit, and an image generation feature, which may make it more appealing for some users. On the other hand, Bing Chat is free to use, has chat modes that can adjust the tone and style of the responses, and has integration with other Microsoft apps and services, which may make it more convenient for some users. Ultimately, the choice between ChatGPT Plus and Bing Chat depends on your preferences, needs, and budget.
Multi-step Web Searches
Another great feature of Bing Chat is that it can perform multi-step web searches for you. For example, if you want to find out the best time to visit Hawaii, you can type “when is the best time to visit Hawaii,” and Bing will give you an answer based on web results. But what if you want more details, like the average temperature, rainfall, or flight prices? You can ask Bing follow-up questions like “What is the average temperature in Hawaii in December?” or “How much does it cost to fly to Hawaii from New York?” Bing will continue the conversation and give you relevant answers. This feature is very helpful for finding complex or specific information without opening multiple tabs or typing multiple queries. You can have a natural conversation with Bing and get all the answers you need in one place rather than having countless tabs open.
Curated News
Another exciting feature of Bing Chat is that it can summarize current events based on your interests. For example, if you want to know what’s happening in the world today, you can type “tell me the news,” Bing will give you a brief overview of the latest headlines from various sources. Or, if you are interested in something like artificial intelligence, you can ask for a list of the most interesting news about AI startups, and it will get a curated list. This is a big step forward in comparison to things like Google News which lets you subscribe by keywords.
Here’s an example of the results of a query for this week’s most interesting artificial intelligence news.
Sure, I can provide you with the most interesting news about artificial intelligence this week. Here is a possible list based on the search results:
- An AI can decode speech from brain activity with surprising accuracy. Developed by Facebook’s parent company, Meta, the AI could eventually be used to help people who can’t communicate through speech, typing or gestures1.
- An AI found a hidden Nazca Line in Peru showing a humanoid figure. An artificial intelligence program designed to go through massive datasets for hints of ancient geoglyphs called Nazca Lines has discovered a new one2.
- A will to survive might take AI to the next level. Neuroscientists argue that the biological principle of homeostasis will lead to improved, “feeling” robots3.
- Bias in a common health care algorithm disproportionately hurts black patients. A machine-learning program that uses past medical costs to identify patients for extra care favors white patients over black patients, a study finds.
- Artificial intelligence has now pretty much conquered poker. A new artificial intelligence called Pluribus is a real card shark at six-player no-limit Texas Hold’em.
Learn more:
You can then scroll down, and it will refresh the page with the accompanying search though it appears that it’s just the existing Bing Search not informed by the ranking provided by Bing Chat. Note in this search that there were no citations for the last two news items; I have no idea why.
The Impact of AI on Search Marketers
AI integrations with the search are changing the SEO industry in several ways. Some of the main changes are:
- AI is becoming a core component of significant search engine algorithms, such as Google’s Rankbrain and BERT. This means that SEOs need to understand how AI impacts search engines and how to optimize their content for AI-driven ranking factors1.
- AI is also an excellent tool for data analysis, which is a significant part of designing an effective SEO strategy. AI can help SEOs analyze large amounts of data, such as keywords, competitors, user behavior, and market trends, and provide insights and recommendations for improving their SEO performance1.
- AI empowers SEOs and digital marketers to create content at scale using tools like ChatGPT and GPT-3. These tools can generate high-quality content based on keywords, topics, and tones and help writers optimize their work for SEO and readability23. It also potentially opens the floodgates for crappy content that sloppy content creators will overly depend on AI to create content.
- AI is also helping SEOs personalize their content and user experience for different audiences and devices. AI can help SEOs segment their users based on various factors, such as location, device, behavior, and preferences, and deliver customized content and offers that match their needs and intents4.
- AI also challenges SEOs to keep up with the constant changes and updates in search engine algorithms and user expectations. AI is making search engines more sophisticated and dynamic, which means that SEOs need to constantly monitor, test, and adapt their strategies to stay ahead of the competition5.
AI integrations with the search are transforming the SEO industry for better or worse. On the one hand, AI can help SEOs save time, money, and resources and improve their content quality and user satisfaction. On the other hand, AI can also make SEO more complex, competitive, and unpredictable and require more skills and knowledge from SEOs. Therefore, SEOs need to embrace AI as an opportunity rather than a threat and leverage it to enhance their SEO performance.
[Note: I created this last section using Bing Search, I did still have to do some editing, and I deleted some things I thought were somewhat bogus, but it did provide some very excellent links and citations.]
AI Chat will Change Search, Likely for the Better
The addition of Chat with AI will make it easier to find information. However, it will be interesting to see if biases emerge in results based on the training data. Marketers and SEO professionals who learn to use this platform ih effectively, can leverage their optimization strategies to drive more organic traffic to their websites. All in all, Bing’s latest offering has the potential to reshape the way people interact with search engines and make it easier for everyone involved. It also will undoubtedly make Google up its game.
