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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 — 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 Vík, Skógafoss, Seljalandsfoss, and Jökulsárlón 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.»

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Tim Cook Riffs on Retirement Rumors, AI, Phone Addiction and Trump

The Apple CEO discussed a range of topics on Good Morning America.

Tim Cook isn’t going anywhere just yet — not during Apple’s 50th anniversary celebrations, not with the company preparing to introduce its first foldable phone, not while the tech giant is trying to figure out how to beat the AI race.

In a sit-down interview with Good Morning America host and Pro Football Hall of Famer Michael Strahan this week, Cook, who turned 65 in November, said there was no truth to the rumors that he is considering retiring from Apple. He became CEO of the company in 2011, 13 years after joining from Compaq.

«I love what I do deeply. Twenty-eight years ago, I walked into Apple, and I’ve loved every day of it since,» Cook told Strahan. «We’ve had ups and downs, but the people I work with are so amazing. They bring out the best in me, and hopefully I can bring out the best in them.»

Strahan interviewed Cook during the Apple CEO’s visit to Wadleigh Secondary School for the Performing & Visual Arts in Harlem, where students use Apple technology through the company’s partnership with the nonprofit Save the Music.

Speculation about Cook stepping down has been circulating since last November, when the Financial Times cited unnamed sources saying that Apple was preparing to usher in a new CEO «as soon as next year.» Bloomberg’s Mark Gurman threw water on that report, saying he «would be shocked if Cook steps down in the time frame outlined by the FT.»

During Cook’s tenure as CEO, Apple’s revenue has nearly quadrupled, with the tech giant adding dozens of new iPhone models, several more iPads, and updated Apple Watches and AirPods. This year, Apple has launched several new products, including the MacBook Neo, which at $599 has disrupted the budget laptop market. The company’s first foldable phone could come later this year.

Touch some grass

The GMA interview was short but wide-ranging, including Cook’s thoughts on how much people use their iPhones. Many studies estimate that people across most generations spend at least 4 hours a day on their phones, with millennials and Gen Z spending 5 to 6 hours.

When asked what he worries about most regarding Apple products’ impact on society, Cook weighed in, telling Strahan he doesn’t want people using iPhones «too much.» 

«I don’t want people looking at the smartphone more than they’re looking in someone’s eyes,» Cook said, «because if they’re just scrolling endlessly, this is not the way you want to spend your day. Go out and spend it in nature.»

More on Apple from CNET: 

AI and privacy

Cook told Strahan that AI «can be so positive,» but his response when asked whether he was «worried» about it was fairly flat.

«Technology doesn’t want to be good, and it doesn’t want to be bad,» Cook said. «It’s in the hands of the user and the hands of the inventor.»

Strahan questioned how much of iPhone users’ private lives are feeding Apple’s AI learning machine. Cook told him that because the smartphone is encrypted, Apple doesn’t have access to it. He went on to say: «When we can’t answer a question on your device, we send it to something called private cloud compute, which is essentially a big device in the sky that has the same kind of security and architecture as your phone.»

On its website, Apple says that it «does not use our users’ private personal data or user interactions when training our foundation models.»

To date, Apple has been cautious in diving into the AI scrum. While Amazon, Alphabet, Meta and Microsoft are spending nearly $700 billion combined on AI tech this year, Apple is «only» investing $14 billion.

Trump and tariffs

Cook has been criticized for being too cozy with the Trump administration: donating $1 million to President Donald Trump’s inauguration; giving him a 24-karat gold plaque; and attending a White House screening of Melania, a film about the First Lady.

The Apple CEO told Strahan that he’s «not a political person» on either side.

«I’m kind of straight down the middle, and I focus on policy,» Cook said. «So, I’m very pleased that the president and the administration is accessible to talk about policy.»

One of those policies has been tariffs, which Trump has imposed on many nations to varying degrees during his second term in office, purportedly to pressure companies to shift their manufacturing to the US. The president has largely spared Apple, which promised to invest $600 billion over four years to make more products in the US.

Cook told Strahan that the glass for the front and back of an iPhone will come out of Kentucky by the end of the year, and that 100 million chip engines will be manufactured in Arizona this year. He also noted that 20 billion semiconductors will be made in the US. «We’re a very proud American company, and we want to do as much here as we can,» Cook said. 

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Today’s NYT Connections Hints, Answers and Help for March 19, #1012

Here are some hints and the answers for the NYT Connections puzzle for March 19 #1012.

Looking for the most recent Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections: Sports Edition and Strands puzzles.

Today’s NYT Connections puzzle features another tricky purple category, where words hide inside the clues and you have to dig them out. Read on for clues and today’s Connections answers.

The Times has a Connections Bot, like the one for Wordle. Go there after you play to receive a numeric score and to have the program analyze your answers. Players who are registered with the Times Games section can now nerd out by following their progress, including the number of puzzles completed, win rate, number of times they nabbed a perfect score and their win streak.

Read more: Hints, Tips and Strategies to Help You Win at NYT Connections Every Time

Hints for today’s Connections groups

Here are four hints for the groupings in today’s Connections puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Children’s stories.

Green group hint: Lucky charms.

Blue group hint: One color, then the next.

Purple group hint: Hidden words relating to music.

Answers for today’s Connections groups

Yellow group: Folk tale characters.

Green group: Good luck symbols.

Blue group: Things that change color.

Purple group: Ending in music genres.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections answers?

The yellow words in today’s Connections

The theme is folk tale characters. The four answers are Chicken Little, Frog Prince, Gingerbread Man and Goldilocks.

The green words in today’s Connections

The theme is good luck symbols. The four answers are evil eye, four-leaf clover, horseshoe and rabbit’s foot.

The blue words in today’s Connections

The theme is things that change color. The four answers are chameleon, mood ring, sunset and traffic light.

The purple words in today’s Connections

The theme is ending in music genres. The four answers are baby blues, pet rock, scrap metal and soda pop.

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Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for March 19, #542

Here are hints and the answers for the NYT Connections: Sports Edition puzzle No. 542 for Thursday, March 19.

Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.

Today’s Connections: Sports Edition is tricky. Remember that many athletes’ surnames look like common words, so if you’re having trouble sorting the answers, think about whether a particular word could be someone’s last name. If you’re struggling with today’s puzzle but still want to solve it, read on for hints and the answers.

Connections: Sports Edition is published by The Athletic, the subscription-based sports journalism site owned by The Times. It doesn’t appear in the NYT Games app, but it does in The Athletic’s own app. Or you can play it for free online.

Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta

Hints for today’s Connections: Sports Edition groups

Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Football division.

Green group hint: They catch the pigskin.

Blue group hint: College hoopsters.

Purple group hint: Where’s the glass slipper?

Answers for today’s Connections: Sports Edition groups

Yellow group: NFC East teams.

Green group: Hall of Fame wide receivers.

Blue group: Stars in this year’s men’s NCAA tournament.

Purple group: Notable NCAA tournament Cinderellas.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections: Sports Edition answers?

The yellow words in today’s Connections

The theme is NFC East teams. The four answers are Commanders, Cowboys, Eagles and Giants.

The green words in today’s Connections

The theme is Hall of Fame wide receivers. The four answers are Bruce, Monk, Moss and Rice.

The blue words in today’s Connections

The theme is stars in this year’s men’s NCAA tournament. The four answers are Acuff, Boozer, Dybantsa and Peat.

The purple words in today’s Connections

The theme is notable NCAA tournament Cinderellas. The four answers are Patriots, Peacocks, Ramblers and Rams.

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