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 — 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.»

Technologies

Today’s Wordle Hints, Answer and Help for Sept. 11, #1545

Here are hints and the answer for today’s Wordle for Sept. 11, No. 1,545.

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

Today’s Wordle puzzle was an easy one for me, for a change! If you need a new starter word, check out our list of which letters show up the most in English words. If you need hints and the answer, read on.

Today’s Wordle hints

Before we show you today’s Wordle answer, we’ll give you some hints. If you don’t want a spoiler, look away now.

Wordle hint No. 1: Repeats

Today’s Wordle answer has no repeated letters.

Wordle hint No. 2: Vowels

Today’s Wordle answer has two vowels.

Wordle hint No. 3: First letter

Today’s Wordle answer begins with C.

Wordle hint No. 4: For your house

Today’s Wordle answer refers to a piece of furniture.

Wordle hint No. 5: Meaning

Today’s Wordle answer can refer to where you might sit at your kitchen table.

TODAY’S WORDLE ANSWER

Today’s Wordle answer is CHAIR.

Yesterday’s Wordle answer

Yesterday’s Wordle answer, Sept. 10, No. 1544 was POUTY.

Recent Wordle answers

Sept. 6, No. 1540: BULGE

Sept. 7, No. 1541: TENOR

Sept. 8, No. 1542: CHIRP

Sept. 9, No. 1543: TRICK

Technologies

Today’s NYT Strands Hints, Answers and Help for Sept. 11

Here are hints and answers for the NYT Strands puzzle for Sept. 11

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

Today’s NYT Strands puzzle took me a while. The answers are numerous and tough to unscramble, I thought. If you need hints and answers, read on.

I go into depth about the rules for Strands in this story.

If you’re looking for today’s Wordle, Connections and Mini Crossword answers, you can visit CNET’s NYT puzzle hints page.

Read more: NYT Connections Turns 1: These Are the 5 Toughest Puzzles So Far

Hint for today’s Strands puzzle

Today’s Strands theme is: Take a break

If that doesn’t help you, here’s a clue: Relax.

Clue words to unlock in-game hints

Your goal is to find hidden words that fit the puzzle’s theme. If you’re stuck, find any words you can. Every time you find three words of four letters or more, Strands will reveal one of the theme words. These are the words I used to get those hints but any words of four or more letters that you find will work:

STEER, SHOW, CREE, STEM, METS, MICE, SHADE, DIME, TREE, STREET, DARE, DARES, PAIN, MITE

Answers for today’s Strands puzzle

These are the answers that tie into the theme. The goal of the puzzle is to find them all, including the spangram, a theme word that reaches from one side of the puzzle to the other. When you have all of them (I originally thought there were always eight but learned that the number can vary), every letter on the board will be used. Here are the nonspangram answers:

READ, REST, PAINT, SHOWER, STRETCH, EXERCISE, MEDITATE

Today’s Strands spangram

Today’s Strands spangram is METIME. To find it, look for the M that’s three letters down on the far-left row, and march straight across.

Technologies

Everything Announced at Apple Event 2025: iPhone Air, iPhone 17, AirPods Pro 3 and New Apple Watches

Apple’s annual September reveal of its latest mobile devices featured the brand new iPhone Air, AirPods Pro 3 with heart-rate sensing, the iPhone 17 lineup and new Apple Watches.

Each September, Apple’s product release playbook dials up the unveiling of the company’s newest line of iPhones, along with a variety of complementary gadgets. On Tuesday, the company took the wraps off the iPhone 17 in all its variations, most notably the new skinny iPhone Air, along with new Apple Watches — Series 11 and Ultra 3 — and an upgrade to its 2-year-old AirPods Pro 2 earbuds.

Along with the hardware, Apple is rolling out the new versions of the devices’ respective operating systems, iOS 26 and WatchOS 26, both of which have been in public beta all summer. (The final version of iOS 26 will be available on Monday, Sept. 15.) The new Liquid Glass interface design may even seem routine to you by now.

Many of the new devices’ capabilities come from new features in their operating systems, and throughout Apple stressed health and fitness as one of the primary drivers. It deemphasized how many of the features’ analysis capabilities — notably most of the new heart-rate sensing and Live Translation in the AirPods Pro 3 — really rely on the iPhone for their heavy lifting.

Given Apple’s struggles with its AI efforts, especially given how much it stressed Apple Intelligence at previous events, the company came as close to downplaying it as it could: There was only the occasional mention of features being driven by AI and the increased neural power in the new A19 Pro processor. And despite no discussion of smart home tech, there was a brief hint in the iPhone Air announcement.

For more in-the-moment commentary, check out ourApple Event live blog.

Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

iPhone 17 boasts a better screen

The update to Apple’s most mainstream model comes in pastel colors. Notably, the base iPhone 17 now has a ProMotion (120Hz VRR) display, which was formerly only on the Pro models. The screen is larger (6.3 inches) and brighter (up to 3,000 nits) with an improved scratch- and glare-resistant coating. ProMotion has been a much-wanted upgrade; I think there’s probably some dancing going on right now. Inside, it incorporates the A19 chip with a five-core GPU and adds fast charging.

The new front camera has an 18-megapixel square sensor for more flexibility in framing, alongside a larger field of view to enable Center Stage and stabilization. It still has two cameras, though the main camera is bumped to 48 megapixels via Dual Fusion or 24 megapixels as standard.

It starts at $799 in the US — the 16E remains in the line at $599 — and all the iPhones are available for preorder now. It’s £799 in the UK and AU$1,399 in Australia.

The iPhone Air is thin but powerful

Thin seems to be in for phones this year — at least for manufacturers, since buyers don’t seem to be quite as interested and iPhone buyers even less so. Did anyone ask for a super thin iPhone? But in the continuing absence of a foldable iPhone model, what’s a company to do? Behold the iPhone Air, at 5.6mm thick.

It has a polished titanium frame and Ceramic Shield on both sides, which makes some people just want to touch it. According to the company, it’s almost entirely battery on the inside, with Apple claiming all-day battery life.

It’s got high-end specs, too: a 6.5-inch ProMotion XDR display and the A19 Pro processor found in the Pro models. The processor incorporates neural accelerators into each GPU core (six of them), bigger caches and more, giving it quite a bit of computing power.

A new N1 chip and C2 modem improve connectivity (Wi-Fi 7, Bluetooth 6) and power conservation. The device has 48-megapixel Fusion and 12-megapixel wide-angle cameras, the Center Stage front camera, and a way to combine front and back cameras live.

It requires all-new accessories, including a MagSafe pack (80 hours) and a thin, translucent case. It starts at $999 (£999, AU$1,799).

iPhone 17 Pro and Pro Max deliver a love letter to videographers

The flagship iPhone Pro models tend to differ only by screen size (now 6.3 and 6.9 inches), and their unique features are made possible by their higher-powered processors, more flexible camera arrays and other component differences over the lower-end models.

Like the Air, the iPhone 17 Pro uses an A19 Pro processor with updated cooling and thermal management — a vapor chamber — and has a Ceramic Shield back and front. Apple promises 39 hours of video playback.

The cameras are usually the highlight of the Pro, and that remains true: It has an 18-megapixel front Center Stage camera and a triple-camera Fusion Telephoto system, with three 48-megapixel cameras, including a 4x-8x telephoto for a maximum of 200mm equivalent. The phones can capture ProRes Raw and Genlock (to synchronize cameras for video), which should tickle the fancy of pro videographers.

The Pros now come in orange, which isn’t everyone’s favorite, and there’s a new 2TB storage option. They start at $1,099 (£1,099, AU$1,999).

Apple Watch Series 11, Watch SE and Watch Ultra 3 get redesigns

The Apple Watch Series 10 is our Editors’ Choice for smartwatches. The next-generation Watch Series 11 shrinks the thickness, with a more scratch-resistant front glass. It adds 5G support and better power management for up to 12 hours of battery life. A new Flow watch face takes advantage of Liquid Glass visuals. It adds blood pressure tracking (based on blood flow) to find indications of high blood pressure and sleep score from WatchOS 26. Prices start at $399 (£369, AU$679).

There are new bands in new colors, too.

It’s been three years since the last iteration of the Watch SE. Now, we get the Watch SE 3, with the new S10 chip with 5G wireless. It still delivers 18-hour battery life and an always-on display. There’s wrist temperature sensing for ovulation tracking, it gets sleep apnea tracking, sleep score and more. Prices start at $249 (£219, AU$399), and preorders start now.

Apple’s top-of-the-line smartwatch, the Ultra 3, is updated over the Watch Ultra 2 with a wide-angle OLED (smaller bezels mean more display area). Apple has given it emergency-related satellite connectivity, which required a new antenna and receiver. It also comes with increased battery life. Prices start at $799 (£749, AU$1,399).

AirPods Pro 3 upgrade includes live translation

The AirPods Pro 2 version released in 2023 offered only incremental hardware upgrades over the 2022 models (hence the lack of a name change). The AirPods Pro 3 are smaller, with an updated design that introduces foam-ish eartips for better noise isolation and upgraded active noise cancellation, live translation with adaptive ANC for better focus on the speaker, five sizes of ear tips and IP57 water resistance. Fitness enhancements include heart-rate and calorie tracking, among other updates, which come from iOS. Battery life increases to eight hours with ANC and 10 hours with transparency.

The live translation can be somewhat awkward, though, or as CNET’s Macy Meyer puts it, it’s fluent in convenience, not culture. The price hasn’t changed; they still start at $249 (£219, AU$429).

Notable new accessories for the iPhones

The iPhone Air debuts with new accessories. If you want to keep it thin and still have some level of protection, Apple is offering a $39 polycarbonate bumper that wraps around the edges. Aside from drop protection, I know I’d need it simply to keep the slight phone from slipping out of my hands. There is also a traditional $49 clear MagSafe Case along with an opaque Beats-branded polycarbonate case for $45. If for some reason you want to turn your ultrathin phone into a thicker one with longer battery life, you can pick up the $99 MagSafe battery.

The redesign of the camera section of the iPhone 17 Pro and Pro Max means it needs a new case design, and in addition to all the newly designed versions of the usual cases Apple introduced a $59 MagSafe case made of a new TechWoven material — colored yarns of recycled polyester woven into a textured material and coated with polyurethane, or PTU. Presumably, it will fare better than the FineWoven cases Apple released with the iPhone 15.

You can also get a novel (for Apple) $59 Beats Kickstand Case, which looks like the standard polycarb case. The kickstand, though, isn’t a kickstand; it’s a handstrap with a small bit on the end that you can use for standing the case on its side. The kickstand case also comes in a version for the iPhone 17.

For many of the iPhone cases Apple launched yesterday, the company introduced magnetic attachment points. That makes them compatible with its new $59 Cross-Body Strap. On one hand, I’m not sure I want to trust my $1,200 phone to some magnets or my propensity to walk into walls and doorways. On the other, it’s probably safer than my back pocket.