In its attempt to further cement the notoriety of its not-so-popular search engine, Microsoft is now incorporating ChatGPT into the core system of Bing in an attempt to further enhance its search capacity and help users to do more.

Microsoft now continues to campaign the ChatGPT-Bing marriage with the thought at this will enhance the reach of the search engine and garner more users across different demographics.

While trying it out, the new Bing lets you enter queries in a more conversational manner. You can ask questions and request it completes some tasks for you in a concise manner using the “chat” section of the Bing application.

Unlike traditional search engines, users comparing different items also get an annotated response that indicates the source of the information, and advertisers can extend text ads, multimedia ads, product ads, and vertical ads to the new Bing chatbot without creating a separate ad delivery plan.

Speaking of ads, while campaigns are allowed on the Bing search result pages, the system will automatically expand to the Chatbot where advertisements can’t be placed currently although we may see something like that in the very near future.

Advertisers will receive a separate report on the new Bing ads, and Microsoft will aggregate the performance of all search ads and send them to advertisers.

With the new changes and implementations, the number of daily active users on Bing has increased to over 100 million according to a senior digital marketer at Adwise, Dennis Westerbeek who participated in a Microsoft Ads roadshow event in Amsterdam.

However, agency sources have raised questions about how Bing chatbots will enable ad targeting. It is not clear whether the ads users see are based on search keywords, users’ own data, or content generated by artificial intelligence in chat results.

Microsoft declined to comment when questioned about this.

The tech giant has however previously said that every percentage point increase in this market share can bring about US$2 billion in search ads revenue. Also, do not forget about Goole’s own BARD which is still under work.