Microsoft Powers Bing with AI-The Battle for Online Search Heats up Amidst Ethical Concerns
| Case Code: BSTR670 Case Length: 12 Pages Period: 2023 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : - Industry : Technology & Communications Countries : United States Themes: Artificial Intelligence |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In February 2023, Microsoft Corporation (Microsoft) launched its new Bing search engine powered by Artificial Intelligence (AI). With this launch, the company aimed to compete with the market leader in search engines, Google Inc. (Google). If the new Bing could capture even 1% market share from Google, Microsoft would garner additional revenues of US$2 billion. Industry analysts opined that while Microsoft had gained a first mover advantage by integrating generative AI into its search engine, it would still be an uphill task for the company to convince consumers to switch to Bing as Google held a dominant position in the global search engine market with a 93% share in July 2023 as against Bing’s 3%..
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