Bing AI Search: How The New AI-Integrated Search Works

bing ai search

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We’ve recently announced here the promises of Bing improvements with ChatGPT, and now the technology has finally been released. The Official Microsoft Blog recently announced the new Bing search with integrated artificial intelligence.

We’re familiar with what ChatGPT is and the power it has in search engines, so it’s time to discover how it works.

How does Bing AI Search use website content? What do SEO professionals need to know? Come along and I’ll unravel these doubts!

Bing’s New Search

I wanted to show how this new research works hands-on, but “chat mode is only available when you have access to the new Bing,” says the pop-up on

That is, it seems that the resource is not yet available, but you can already join the waiting list.

To join the ChatGPT waiting list, you must follow the following steps:

  1. Go to
  2. Click on the “Chat” option from the top menu.
  3. Click on “Join the Waitlist”.
  4. And log in to your Microsoft account.

That’s it, you’re already on the waiting list to use ChatGPT’s artificial intelligence when it launches. This means you will be notified when this happens.

After that, Microsoft will probably find a way to push you through the full experience (as usual). That is, offering an app, an extension on Edge, and changing the configuration of your search engine. Don’t fall for it! You do not need to go step-by-step once you are on the waiting list.

Even though the feature isn’t available, Bing users can already get a taste of advanced search. Want to see it?

I tested the prompt, “I need to throw a dinner for 6 people who are vegetarians. Can you suggest a 3-course menu with a chocolate dessert?” to see what happened. In addition to showing me the SERPs we are used to, it also listed four complete menus (with a starter, main course, and dessert).

Wasn’t that exactly what we wanted? It’s akin to complete blog content, on the engine’s search page, linking to different content.

Now, notice the first image. The difference in the chat will be the conversation and the interactivity. That is, with the new Bing search you will be able to react to the results.

Let me give you a different example. Imagine that you are looking for “ways to lose weight”. Currently, search engines offer us the best content produced by publishers:

With ChatGPT, you’ll be able to see the machine’s suggestions and ask it to put together an exercise routine using apps. Once that’s done, you can customize the apps for the night shift and link that to a food routine.

This is just an example, but can you notice the power of this technology?

According to the Consumer Chief Marketing Officer (CCMO) from Microsoft, Yusuf Mehdi, the technology is being tested in 169 countries and access will be granted to all users gradually since the demand has already exceeded by several million.

Bing AI Search technology

According to Microsoft, Bing’s new search is the fusion of four technologies: the state-of-the-art OpenAI model, the Microsoft Prometheus model, AI applied to the core search algorithm, and new user experience.

I won’t go into the details of each technology, but it’s interesting to have a context for each of them, right?

The first model, OpenAI, is the latest generation of artificial intelligence that answers questions more accurately and quickly (an evolution of ChatGPT).

Prometheus is the data connection obeying the following model:

Here lies the secret of Bing Orchestrator, a component of this scheme that unites search, indexing, and ranking data from Bing with the artificial intelligence of GPT. Therefore, your next conversation with Bing chat or search will be processed by this technology.

Finally, the search engine also gained artificial intelligence, which improves the simple SERPs, in addition to us, users, gaining a new experience when interacting with the web.

For those who want to go deeper, I recommend reading these two articles:

What Do SEO Professionals Need To Know?

Everything is still brand new and it’s hard to get SEO insights for the technologies that are incoming. Right now, one thing is certain: Bing is in the game.

What I recommend to SEOs is not to ignore Bing searches. Therefore, study the tool’s guidelines and start playing with ChatGPT.

I went to play around with ChatGPT, and I asked the following question: “How can I create content with ChatGPT?”. The following text is a copy of the conversation I had with the machine (it’s the last exercise in practice… I swear):

Germano Ferreira: how can I create content with ChatGPT?

ChatGPT: To create content with ChatGPT, follow these steps:

  1. Determine the purpose of the content you want to create. Are you creating an article for a blog, a script for a video, or a tweet for social media?
  2. Formulate a specific question or topic that you would like to address. The more specific the topic, the better ChatGPT will be able to respond with relevant information.
  3. Start a conversation with ChatGPT, asking your question or commenting on the chosen topic.
  4. ChatGPT will respond with relevant information about the matter. Read the response carefully and select the information that is most relevant to your objective.
  5. Use the information provided by ChatGPT as a basis for creating your content. You can rephrase the answer in your own words, add your opinion, or do more research on the topic.
  6. Always check the quality of the created content and make necessary edits to improve the text.
  7. Finally, if you like, you can ask ChatGPT to rate your content and provide suggestions to improve it further.

Remember that ChatGPT is a powerful tool to help create content, but the final content should always be reviewed and edited to ensure it is accurate, relevant and interesting to the target audience.

Germano Ferreira: I’m creating a script for a commercial for a chicken company

ChatGPT: Excellent! To create a script for a chicken farm commercial using ChatGPT, you can follow these steps:

  1. Determine the purpose of the commercial. Do you want to highlight the quality of the chickens produced, the way they are raised or any specific characteristics that differentiate them from other chickens on the market?
  2. Formulate a specific question related to the chosen topic. For example: “What are the main characteristics of the chickens produced by our producer that differentiate them from others on the market?”.
  3. Start a conversation with ChatGPT and ask the formulated question. Wait for the answer.
  4. Read ChatGPT’s response carefully and select the information that is relevant to the commercial script. Highlight the most important characteristics of the chickens produced by the producer.
  5. Use the selected information to create an attractive and persuasive script that highlights the qualities of the chickens produced by the producer. Be sure to include information that is relevant to your target audience and may encourage them to purchase your company’s chickens.
  6. Check the script and make necessary edits to improve the text.
  7. Finally, if you want, you can ask ChatGPT to evaluate the script and provide suggestions to improve it further.

Remember that the commercial script must be clear, objective and persuasive, with information that encourages the target audience to choose the chickens produced by the producer to the detriment of competitors.

Germano Ferreira: OK! Give me a script to highlight the quality of chickens

ChatGPT: Of course, here is an example script that highlights the quality of the chickens produced by your producer:

[Opening of the commercial with images of healthy chickens, raised in a natural and spacious environment]

Narrator: “We at [producer name] are committed to bringing the best chickens on the market to your table. Our chickens are raised naturally, in an environment…

Anyway, you got the idea. I had a complete script in a few seconds.

AI and The Future of SEO: What To Expect?

What’s driving this shift in the content marketing landscape? Well, there are already job listings abroad that require expertise in ChatGPT, as you can see in these job listings abroad requiring knowledge of ChatGPT.

But don’t let AI-powered SEO and content production intimidate you; instead, stay informed. The utilization of ChatGPT is becoming a reality, potentially transforming our profession forever. However, the human touch and journalistic flair in our writing will always shine through.

In fact, even in this very article, as I explored different scenarios using various tools, I captured screenshots and sent them for editing. That’s something no machine can replicate. Not yet, at least.

Now more than ever, the key lies in crafting authentic and engaging content, enriched with the personal touch of the author… the E-A-R, which will propel your articles to the top.

To assist you in achieving that, content creation platforms like WriterAccess come to the rescue. There, you can discover a vast pool of creative professionals who can infuse that much-needed human touch into your content.

Here’s my valuable tip for you: Take advantage of a 14-day free trial and witness firsthand the transformative power of outstanding content for your business!


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Find top content freelancers on WriterAccess.

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