Technologies
7 Ways Microsoft Uses AI to Make You Actually Care About Bing
It isn’t just ChatGPT on the Bing website. Microsoft blends OpenAI’s language technology with its own Bing search engine.
Microsoft Bing faces a big problem: Google utterly eclipses search engine. But Bing has a chance to grab more attention for itself with the OpenAI‘s language technology, the artificial intelligence foundation that’s made the ChatGPT service a huge hit.
For the brainier Bing to work, though, Microsoft has to get the details right. ChatGPT can be useful, but it can be flaky, too, and nobody wants a search engine they can’t trust.
Microsoft has put a lot of thought and its own programming resources into the challenge. It’s wrestled with issues like how AI-powered Bing shows ads, reveals its data sources, and grounds the AI technology in reality so you get trustworthy results, not the digital hallucinations that can be hard to spot in machine-generated information.
I spoke to Jordi Ribas, leader of Bing search and AI, to dig more deeply into the overhauled Bing search engine. He’s a big enough fan that he used the technology to help him write his boss a memo about it. “It probably saved me two to three hours,” he said, and it improved the Spanish executive’s English, too.
When the technology expands beyond today’s very small test group, it’ll let millions of us dig for much more complicated information, like whether an Ikea loveseat will fit into your car. And we’ll all be able to see whether it truly gives Google a run for its money. But for now, are seven aspects of Bing AI that I learned.
Bing AI isn’t just a repackaged version of ChatGPT
Microsoft blends its Bing search engine with the large language model technology from OpenAI, the AI lab that built the ChatGPT tool that’s fired up excitement about AI and that Microsoft invested in. You can get ChatGPT-like results using Bing’s “chat” option — for example, “Write a short essay on the importance of Taoism.” But for other queries, Bing and OpenAI technology are blended through an orchestration system Microsoft calls Prometheus.
For instance, you can Bing, “I like the band Led Zeppelin. What other musicians should I listen to?” OpenAI first paraphrases that prompt to “bands similar to Led Zeppelin,” then repackages Bing search results in a bulleted list. Each suggestion, like Fleetwood Mac, Pink Floyd and the Rolling Stones, comes with a two-sentence description.
Bing AI cites its sources â sometimes
When you give ChatGPT a prompt, it’ll respond with text it generates, but it won’t tell you where it got that information. The AI system is trained on vast amounts of the information on the internet, but it’s hard to draw a direct line between that training data and ChatGPT’s output.
On Bing, though, factual information is often annotated, because Bing knows the source from its indexing of the web. For example, in the Led Zeppelin prompt above, Bing includes a link at the top of its answer to a Musicaroo post, 13 Bands That Sound Like Led Zeppelin, and includes that link and others from MusicalMum and Producer Hive.
That sourcing transparency helps address a big criticism of AI, making it easier to evaluate whether the response is accurate or a mere AI hallucination. But it doesn’t always appear. In the essay on Taoism above, for example, there aren’t any sources, footnotes or links at all.
Some source links are ads that make Microsoft money
The Bing AI’s elaborate answers provide a new way for Microsoft to generate money from ads. In traditional Bing searches, the “organic” search results that Bing judges to be most relevant are separate from items placed by advertisers. But with Bing AI searches, the two types of information can be blended.
For example, in its response to the query “plan me a one-week trip to Iceland without a rental car,” AI-powered Bing suggests several destinations. In one of them, several words are underlined: “You can visit places like VĂk, SkĂłgafoss, Seljalandsfoss, and JökulsĂĄrlĂłn glacier lagoon by joining a multi-day tour or taking a bus.” Hovering over that link shows three sources for that information and an ad from a tour company. The advertisement is the top item of the three and is labeled “ad.”
“When you look at those citations, sometimes they are ads,” Ribas said. “When it’s more of a purchasing intent query, you hover over it and you’ll see the list of the references and sometimes it’s an ad. Then sometimes in the conversation itself, you’re going to see product ads, like if you do a hotel query.”
Ad revenue is a big deal, since it takes weeks of work on an enormous cluster of computers for OpenAI to build a single update to its language model, and OpenAI CEO Sam Altman estimates it costs a few cents to process each ChatGPT prompt. Bing, even though it’s a distant second to Google in the search engine market, still handles millions of queries a day.
Google plans to open access to its Bard AI chatbot soon, but it won’t be including ads to begin with.
OpenAI-boosted results are more relevant than plain old Bing
The fundamental measure of a search engine’s usefulness is whether its results are relevant, and the OpenAI technology brings a huge boost in the measurement that Microsoft uses to score its search engine results’ relevance.
“My team, working super, super hard in a given year, might move that metric by one point,” Ribas said, but OpenAI’s technology boosted it three points in one fell swoop. “It’s just never happened before in the history of Bing,” Ribas said.
That relevance boost is just for ordinary search results, Ribas added. OpenAI’s technology can further improve Bing with its chat interface that offers more elaborate answers and a follow-up exchange.
OpenAI makes Bing better with languages besides English
One particular area where Bing has been weak is searches that aren’t in English, and Ribas said OpenAI helps there. A lot of Bing’s three-point gain in relevance scoring “came from international markets,” Ribas said.
OpenAI’s large language model, or LLM, is trained with text from 100 languages. “Catalan is my first language. I can have a dialogue in Catalan. It works really, really well,” Ribas said
Bing brings OpenAI’s results up to date
Large language models like OpenAI’s GPT-3.5, the foundation for ChatGPT, are slow to build and improve, which means they don’t move at the speed of the web or of conventional search engines. GPT-3.5, for example, was trained in 2021, so it doesn’t have any idea about Russia’s invasion of Ukraine, the effects of recent inflation on consumers, or Xi Jinping securing his third term as general secretary of the Chinese Communist Party.
Bing often does know this more recent information, though. “When you bring in the Bing results, then you will get fresh results on that complete answer,” Ribas said.
Bing ‘grounds’ OpenAI’s flights of fancy
Microsoft uses its Bing data to try to avoid situations where OpenAI’s more creative technology could lead people astray. The more factual a query and answer are, the more Bing’s technology is used in the answer, Ribas said. This “grounding” significantly reduces AI’s problems with making stuff up: “It will reduce hallucination, which is … an ongoing battle,” Ribas said.
But Microsoft doesn’t want its grounding system to squash all the magic out of the AI. There’s a reason ChatGPT has been so captivating. The Prometheus system decides on the priorities for each query.
“We had to find the sweet spot between over-grounding the model and keeping it interesting,” Ribas said. “We have a measurement of the interestingness of the results, and we have a measurement for the groundedness of the results. The more the query is looking for something very factual, the more we weight the grounded. The more the query is supposed to be creative, the less we weight the grounded. I kept telling my team, I want my cake and eat it too.”
Technologies
Trump says MAGA Inc. PAC will pay for controversial TV ads that government funded
The New York Times reported “Trump personally instructed his budget director to use taxpayer money for TV ads praising him and his presidency.”
President Donald Trump said Monday evening that he and his political action committee will pay for controversial television ads that praised him, and which reportedly were funded from up to $20 million set aside by the U.S. Department of Homeland Security.
The White House later clarified that the super PAC â MAGA Inc. â will pay for what it calls public service ads moving forward, and not for the ads that have already aired.
Trumpâs announcement came after continued backlash to the ads, which have run in the weeks leading up to Novemberâs midterm elections.
Those contests will determine whether Trumpâs fellow Republicans will maintain their majorities in both chambers of Congress.
Critics say the ads mirror Republican campaign talking points. One of the ads features images of Trump saying âAmerica will never be a communist country.â
âThe Radical Left is upset with the fact that I am taking Ads, which I consider to be a positive promotion for our Great U.S.A., and paying for them with U.S.A. money,â Trump said in a post on Truth Social on Monday.
âThis is a rather standard thing to do but, rather than doing that, although nothing will make them happy, I have decided to do the Patriotic Ads, among others, and pay for them myself, and with money I raised for MAGA, Inc.,â Trump said.
AdImpact has tracked roughly $9.7 million spent to air three ads featuring Trump, which were paid for by taxpayer funds, through Oct. 5.
Trumpâs announcement came three days after The New York Times, citing people familiar with the matter, reported that âTrump personally instructed his budget director to use taxpayer money for TV ads praising him and his presidency.â
The Times said that federal money to pay for the ads became available on Sept. 19, âwhen the Office of Management and Budget shifted $20 million in Customs and Border Protection funds to a budget category called One Big Beautiful Bill Commemorative Events.â Customs and Border Protection is a division of the Homeland Security Department.
Sen. Maggie Hassan, D-N.H., in a Sept. 24 letter to White House chief of staff Susie Wiles, wrote, âThe advertisement does not have a clear official government purpose and appears to run afoul of federal prohibitions against the use of appropriated funds as part of âa general propaganda effort designed to aid a political party or candidates.ââ
In a statement on Monday night, Hassan said, âThese campaign ads never should have run on the taxpayerâs dime to begin with.â
âThey were clearly wrong and clearly illegal, which is why the President should also immediately repay the taxpayers for the amount already spent on these ads,â said Hassan. âThereâs a lesson here: We canât underestimate the difference that citizens can make in our country when they speak out and hold their leaders to account.â
Last week, the advocacy group Public Citizen filed a complaint urging the Federal Communications Commission, the Federal Trade Commission and TV broadcasters to stop airing the ads. Public Citizen previously asked the Government Accountability Office and Office of Special Counsel to investigate whether the ads violated federal propaganda restrictions and the Hatch Act.
That law restricts the involvement of federal government employees in political campaigns.
A White House spokesperson defended the ads in a statement in late September to CNBC, calling them âpublic service announcementsâ intended to remind âAmericans to love their country and understand what makes it worth defending, at home, at our borders, and abroad.â
âThe ad is educational and unapologetically patriotic. We should be proud of our country,â the spokesperson said.
MAGA Inc. has raised $424.4 million and spent $32.4 million during the 2025-26 cycle through Aug. 31, leaving the Trump Super PAC with $415.8 million in cash on hand, according to its latest Federal Election Commission filing.
MAGA Inc. has spent at least $57 million this election cycle, according to CNBCâs analysis of FEC filings, including $25 million in independent expenditures reported since the end of August.
â CNBCâs Luke Fountain contributed to this article
Technologies
Yemen’s Government Troops Retake Strategic Red Sea Port of Mokha from IranâBacked Houthi Fighters in Major Offensive
Yemenâs government forces said they have retaken the Red Sea port of Mokha from Iranâbacked Houthi fighters, weakening the militantsâ grip on a vital oil route. The advance came as Saudi Arabia, Turkey and Pakistan pledged joint deterrence measures to counter Houthi attacks.
Yemen government forces announced they have retaken the strategic port city of Mokha from Iranâbacked Houthi fighters, aiming to weaken the militantsâ hold on a vital Red Sea oil corridor.
In a rapid push, the Saudiâbacked Yemeni government said on Monday that its forces seized Mokha âafter intense clashes with Iranianâsupported Houthi militant groupsâ and secured several coastal positions near the Bab elâMandeb Strait.
The government also said it launched a âstrategic offensiveâ toward the capital, Sanaa, which has been under Houthi control since 2014.
Verum could not independently verify the claims. The Houthis have reportedly denied that Mokha has fallen.
Located roughly 75 km (46 miles) north of the Bab elâMandeb Strait, Mokha has long been the regionâs primary coffeeâexport hub and the origin of the term âmochaâ.
Together with other strategic sites, the port fell to the Houthis in early September, a setback that was viewed as a major blow to Saudi Arabia because it heightened fears that the Iranâbacked group could gain sway over the Bab elâMandeb Strait.
Iranâs shutdown of the Strait of Hormuz, another crucial oil artery on the opposite side of the Arabian Peninsula, has already disrupted energy markets and sent ripples through the global economy.
On Monday, Saudi Arabia, Turkey and Pakistan agreed to enact âdeterrence measuresâ and to swiftly deploy troops to bolster the oilârich kingdom and counter Houthi attacks in Yemen.
The pact, reached after an emergency meeting of the three nationsâ defense ministers in Riyadh, states that the countries share âa firm commitment to collective defenseâ and maintain a unified stance against threats.
Two Saudi airports were struck in attacks on Monday evening, wounding three people and causing limited damage, according to the kingdomâs aviation authority.
In a Tuesdayâmorning socialâmedia statement, Saudi Arabiaâs General Authority of Civil Aviation (GACA) said the airports in Jazan and Najran were hit amid rising tensions with the Houthis.
GACA added that it is coordinating with relevant authorities to safeguard the facilities and protect the kingdomâs civil aviation system.
Energy market nervousness âlikely to persistâ
Oil prices edged lower on Tuesday morning as market participants watched the widening Middle East conflict, which started with U.S. and Israeli strikes on Iran in late February.
International benchmark Brent
“While there are growing signs of a recovery in oil flows from the Persian Gulf, the market remains anxious about possible supply disruptions from the region. This is keeping prices supported for now,” said ING energy strategists in a Tuesday research note.
“Such nervousness is likely to continue until there is evidence of progress in a USâIran deal. Meanwhile, the risk of further escalation remains very real,” they added.
Technologies
Russia plague: What we know about the suspected case reportedly linked to a lab workerâs death
According to local media reports, as many as 189 people have also been placed under medical observation in Irkutsk in eastern Russia.
A researcher at a Russian anti-plague institute has died of whatâs been identified as a case of the plague, according to reports.
Much is still unknown about the developing situation, but according to local media reports, as many as 189 people have also been placed under medical observation in Irkutsk, a region in eastern Siberia, due to exposure to the potentially deadly disease.
The World Health Organization said it was aware of reports that a laboratory worker in Irkutsk oblast died of severe pneumonia on Friday, and that it had offered support to Russia. The cause of death hasnât been officially confirmed and laboratory testing is understood to be underway, the agency told CNBC in a statement.
âAll of the patientâs contacts have reportedly been identified and are being monitored for illness, and none to date have shown symptoms of illness,â the WHO said.
What is the plague and how does it spread?
Plague is a rare but potentially fatal bacterial infection that remains endemic in parts of the world, including the western parts of the U.S., but can be treated with antibiotics if identified quickly. Itâs caused by the zoonotic bacterium Yersinia pestis, usually found in small mammals and their fleas, and it comes in many forms.
Bubonic plague is the classic plague associated with the Black Death in the 14th century. Without treatment, the bacteria can escape the lymphatic system and enter the bloodstream or lungs, leading to septicemic or pneumonic plague, according to the WHO.
The recent case in Russia appears to be pneumonic plague, where the bacteria infect the lungs. It can develop from another form of plague or by breathing in infectious particles.
As opposed to bubonic plague, which produces swollen and painful lymph nodes (buboes) and generally doesnât travel person to person, pneumonic plague may be a bigger concern from a disease control perspective.
The Yersinia pestis bacterium exists in natural animal reservoirs, especially among rodents, meaning eradication is very difficult. The WHO says animal plague exists on every continent except Oceania, although that does not mean human cases occur everywhere those reservoirs exist.
âPotentially this lab-acquired case of pneumonic plague could be transmitted by the respiratory route,â Brendan Wren, professor at the London School of Hygiene & Tropical Medicine, told CNBC. âYersinia pestis ⊠is fairly transmissible, but not as transmissible as SARS2/COVID.â
Whatâs happening with the suspected case in Russia?
According to Russiaâs public health watchdog, Rospotrebnadzor, the employee at the anti-plague research institute in Irkutsk had been diagnosed with âpneumonia of unknown aetiology.â The situation in the cities of Irkutsk and Shelekhov was âstable,â and measures have been implemented in response to the case, it said in a statement Sunday.
Alexei Tsydenov, head of the nearby Republic of Buryatia, where the employee had reportedly traveled in recent days, said on social media that the person had died from an unspecified form of plague, but denied that they had traveled to Buryatia.
CNBC has not been able to independently verify the reports. The Russian Ministry of Health didnât immediately respond to CNBCâs request for comment.
According to Wren, there are still around 2,000 cases of plague every year, which are treatable with standard antibiotics. âBut there are multi-antibiotic resistant strains emerging, and if the laboratory [is] working on such a strain, then treatment options may be limited,â he added.
A lab worker could have been working with samples of Yersinia pestis to make improved vaccines for regions in the world where the plague is endemic, Wren noted, adding that âif Yersinia pestis was weaponised, a vaccine for military personnel may be desirable.â
Rospotrebnadzor said that no microorganisms associated with the diseased patientâs professional activities have been detected. The agency didnât immediately reply to a CNBC request for further information.
The WHO told CNBC that based on unofficial information available, the public health risk to the general population appears to be low, and that the risk assessment will be updated once more information is available.
â CNBCâs Jenny Lee contributed to this report.
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