Shulou(Shulou.com)11/24 Report--

A few months after the birth of ChatGPT, Google has been spooked. Although you can't kill Big Brother's search engine by fighting alone, what if it's Bing+ChatGPT?

ChatGPT burst into flames, causing CEO to chop wood and hold several meetings: issuing a "code red", reorganizing the work team, and calling on employees to be on guard against the impact caused by ChatGPT.

Now, Microsoft has teamed up with OpenAI to "cut" Google.

Microsoft is trying to challenge Google's overwhelming lead by integrating ChatGPT into its own search engine, Bing Bing, The Information reported.

The ambitious project is expected to be officially launched by the end of March this year. At that time, the search engine will answer the complete sentence directly to the user.

ChatGPT has some ideas of his own: adding me to Bing does improve search capabilities. Because I can "understand and respond to users who ask questions in natural language, rather than asking users to enter specific keywords or phrases".

Integrate ChatGPT, challenge Google Big Brother as we all know, ChatGPT is a free experimental tool, users only need to sign up for an account to ask all kinds of questions.

ChatGPT, on the other hand, will answer with clear, simple sentences, rather than just providing a bunch of links.

It can even write an article from beginning to end, including business planning, Christmas gift advice, blog posts and holiday plans.

In just five days, ChatGPT has successfully attracted more than a million users.

According to this posture, Microsoft has invested $1 billion in OpenAI, which is expected to pay off soon.

However, in the field of search engines, Microsoft's Bing has lagged far behind Google.

According to statistics, Google has more than 90% of the market share, while Bing has a paltry 3%.

However, with the addition of the popular ChatGPT, there must be a lot of users who want to taste fresh.

According to insiders, Bing, which overlays the ChatGPT buff, will directly give a complete answer, as well as the source of the information.

In addition, Bing will provide a query result related to the search question, even if these keywords do not appear in the question. At the same time, Bing will also explain to users how the result is related to the original question.

For example, if we ask a question about the French resistance during World War II, Bing is likely to give an inquiry about the Vichy French regime.

With ChatGPT endorsement of Google search recommendation questions and results generated by the ChatGPT plug-in, Bing can further advise users to use other keywords to find relevant search answers.

In other words, we no longer have to click on the links given below each time as we do now, looking for the results we want.

This omitted step may directly rewrite the product form of "search engine".

So, what exactly can the power of ChatGPT bring to search engines? let's let it talk about it.

Integrating OpenAl's GPT technology into Bing can enhance the search experience in many ways.

Provide more relevant and accurate search results: GPT (generative pre-training Transformer) is a machine learning model trained on large data sets that produces text that is more similar to that of humans. This enables Bing to better understand the background and intention of users' search queries and provide more relevant and accurate results.

Provide natural language search: GPT can understand and respond to humans in natural language, which means that users can search on Bing in the form of questions or statements, not just keywords.

Improve the search results of long-tailed keywords: long-tailed keywords are more specific and less common search words, which is very difficult for search engines to understand. GPT can understand the nuances of the language, thereby improving the search results of these types of queries.

Enhance the search experience with snippets and instant answers: GPT can be used to generate fragments of information, that is, summaries that appear at the top of search results, or instant answers to frequently asked questions. This makes it faster and easier for users to get the information they are looking for.

In general, the addition of GPT technology can make the search experience of Bing users more intuitive and efficient.

In fact, all this has long been in the hands of Microsoft.

When Microsoft invested $1 billion in 2019, the contract included an agreement to include certain uses of GPT in Bing.

Last October, Microsoft integrated Open AI's Dall-E 2 into Bing's image creation tool.

Including some older versions of GPT, Bing has been included in a variety of ways, such as when people type keywords, the search box will automatically appear suggestions.

The ideal is full, but. There are also many people who think that Microsoft can certainly try to challenge the status of Google search engine "Big Brother", but with ChatGPT, it seems unlikely to have a significant impact.

The first is the timeliness of information.

Although ChatGPT can respond to questions quickly with words that imitate human beings, it cannot provide real-time information like search engines because it cannot surf the Internet.

In other words, even with ChatGPT, most of the results provided by Bing still rely on the original search technology.

Second, the computational cost of ChatGPT is simply too high.

In early December, OpenAI, which was just immersed in the joy of breaking through millions of users, was poured cold water by netizens' inquiry of "is it forever free?"

Sam Altman, chief executive, said helplessly: "We have to open the charging model of ChatGPT at some point in the future."

In addition, from the recent daily usage restrictions, it is not difficult to see that the OpenAI may not be able to afford to burn.

This means that Bing is likely to become the only way to use ChatGPT for free in the future.

Moreover, the results of ChatGPT cannot be fully trusted.

Even Sam Altman himself admits: "ChatGPT is very limited, but it is good enough in some ways to give a very misleading impression." It is obviously wrong to rely on it for everything. We still have a lot of room for improvement in terms of robustness and authenticity. "

Finally, it is also the most important question-how to "eat a meal".

At present, the revenue model of search depends on link results, so how can Bing profit from ChatGPT? If you can't find a new profit model, will Bing be considered a dead end?

It must be great news for users to get the answer directly without having to look it up in the list.

However, this destroys the paid business ecology of search engines. After all, in the past, search engines made money by constantly clicking on advertisements in search.

Most of Google's revenue comes from online advertising.

For years, several major search engines, including Google and Bing, have been trying to provide as clear answers to users' queries as possible, but the shape of the business that has taken shape for years can't be changed, not to mention, it's a cake worth hundreds of billions of dollars.

Microsoft must hope that the advertising revenue of search engines can be increased. In the 12 months to June, Microsoft generated $11.6 billion in advertising revenue from search, MSN and other news products, up 25 per cent from the previous year. Among them, Bing's advertising contributed most of the revenue.

By contrast, Google search generated at least 10 times as much revenue as Bing in the same period. In 2021, advertising earned Google $208 billion, or 81 per cent of Alphabet's total revenue.

On the question of how to make a profit, digital marketing expert Tim Peter pointed out on Twitter that Microsoft's advantage is that it can subsidize the cost of ChatGPT in Bing through other revenue sources.

Google, by contrast, derives almost all of its revenue from advertising. Therefore, if there is no advertising revenue, the value of Google search engine will be greatly reduced.

Now, the pressure on Google's side of the war is burning to the doorstep, how will Google respond?

In fact, as early as in early December, when ChatGPT first exploded, Google had "whistle blowers" who felt the crisis. Some employees raised their concerns at the plenary meeting that the rapid rise of ChatGPT could deprive Google of its competitive edge in AI.

Sridhar Ramaswamy, a former head of Google's advertising team, also said that if ChatGPT continues to be so popular, netizens will no longer click on Google links with ads.

At that time, Google executives did not realize what kind of crisis the birth of ChatGPT would cause to them.

Google executives at the time said that Google would not launch a competitor to ChatGPT because it had a greater "reputational risk" than startups such as OpenAI. And, "chatbots have not yet been able to replace search engines."

But just ten days later, executives changed their attitude abruptly.

Pichai instructed some teams to change direction, developing AI products CEO chopping wood urgently released the "red code", attended several meetings around Google's AI strategy, and highlighted the need for Google's multiple teams to focus on addressing the threat posed by ChatGPT to the company's search engine business.

Teams from Google's research, trust and security departments and other departments have been instructed to shift gears and begin to assist in the development and release of artificial intelligence prototypes and products.

What is the "reputation risk" of large companies that makes Google cautious and cautious?

In fact, AI chat robots are very easy to "carry poison"-AI training data from the Internet, often full of prejudice, hatred and abuse, so AI will generate offensive content, as well as answers that are not consistent with the facts.

In mid-December, Jeff Dean, head of Google's AI, told a plenary meeting that while Google had the technology and capabilities to make AI products, they had to make decisions "more conservatively" than "small startups."

At that time, at the meeting, the above-mentioned "whistler" asked: did Google miss the opportunity without launching chat robots like OpenAI? Especially considering that Google already has its own conversation technologies, such as LaMDA, as well as BERT and MUM AI.

Dean's answer is that while Google is fully capable of being chatbots, chatbots are vulnerable to biases and false information, and Google, a large company with more than a billion users, is even less likely to get rid of this influence.

"We certainly want to use these technologies in real products, especially in things that highlight language models, rather than hiding behind the scenes, like this," Dean said of Google's AI. "but, more importantly, we have to do the right thing. "

In fact, Google has had the opportunity to take this road. In the field of chat robots, Google is not at a disadvantage.

Before the advent of ChatGPT, people were amazed when Google's artificial intelligence system, LaMDA, was unveiled at the I / O conference in May 2021.

LaMDA can make the answer to the question more "make sense" and make the conversation more natural. Even in June last year, Blake Lemoine, a Google engineer, fell in love with LaMDA, believing that he not only had the intelligence of an eight-year-old, but also was "conscious".

Although Google's AI division has developed language models similar to GPT, Google has been vague about how to deploy these models and how to cash them out.

The first reason is, of course, the "reputation risk", and the second is the fear that chatbots, which can accurately answer users, will erode the company's lucrative advertising business.

Zoubin Ghahramani, head of Google's brain, once told the New York Times that chatbots are "not something that people can reliably use every day." Instead, he says, Google should focus on its search engine over time, rather than dismantling it.

Recently, Google announced that it would upgrade its search engine so that users can enter fewer keywords and get more results.

Emad Mostaque, founder of Stability AI, commented on the crisis facing Google: Google is still the leader in the field of large language models (LLM), and they are a force to be reckoned with in the innovation of generative AI.

Still, he admits that Google is "a little too cautious because it doesn't communicate well with shareholders and the market."

Reference:

Https://www.theinformation.com/articles/microsoft-and-openai-working-on-chatgpt-powered-bing-in-challenge-to-google?rc=epv9gi

Https://venturebeat.com/ai/pressure-on-google-as-microsoft-plans-to-add-chatgpt-to-bing/

This article comes from the official account of Wechat: Xin Zhiyuan (ID:AI_era), editor: sleepy Aeneas

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