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

McDonald’s Snack Wrap: Is the Viral Food Favorite Returning on July 14?

July 14 could be the release date for the much-longed-for chicken Snack Wraps, but Ronald and crew aren’t talking.

McDonald’s is riding a viral wave. The fast-food chain’s Minecraft Happy Meals and adult Minecraft Meals hit restaurants on April 1 and sold out quickly. Diners ordering a Happy Meal these days will find a Squishmallow theme meal instead. But there’s more viral buzz about another McDonald’s product online. People are eagerly awaiting the return of Snack Wraps, a chicken-tortilla entree that’s been missing from US locations of the Golden Arches since 2020.

Read more: Review: McDonald’s Minecraft Meals Feature The Hottest Nugget Sauce Ever

On April 15, McDonald’s tweeted «snack wraps 0x.14.2025,» hinting the wraps would return on the 14th of an upcoming month. This leaves fans having to check their McDonald’s mobile app or local restaurant menus on the 14th of every month, hoping the wraps will make an appearance. The wraps didn’t appear in restaurants on May 14, so now fans must check again in June, and again in July if the June date does not pan out.

At least one Reddit users seems to think the McDonald’s Snack Wraps could return on July 14. One user wrote, «It’s July, I work for McDonald’s,they revealed the date on the employee app.»

But another person posted, «It’s not July. I work at McDonald’s corporate and can confirm.»

Neither of those posts can be confirmed.

June 14 is a Saturday, while July 14 is a Monday. Some suggest that McDonald’s would be more likely to launch a new product on a Monday than on a weekend, so if that’s true, July 14 could be the day.

A representative for McDonald’s did not immediately respond to a request for comment.

snack wraps 0x.14.2025

— McDonald’s (@McDonalds) April 15, 2025

Snack Wrap fever

Snack Wraps first came out in 2006, and were meant to be a chicken item that would appeal to drive-thru customers. There are different versions, but the basic one includes white-meat chicken strips known as McCrispy Strips wrapped in a flour tortilla with cheese and lettuce with either ranch, honey mustard or salsa. McCrispy Strips are a reworked version of a chicken item formerly known as Chicken Selects.

Zach Ciampa, who regularly covers new food releases under the social-media handle Snach With Zach, said there’s been an intense fanbase out there for the wraps. «Regarding McDonald’s Snack Wrap, it’s by far the most requested item I’ve ever seen my audience ask or demand to come back,» he told CNET. «Not just the most requested in recent memory, but the most requested of all time. And that’s not limited to McDonald’s.» Ciampa said the only similar fast-food items that come close to the same level of interest are Dairy Queen’s S’mores Blizzard and Taco Bell’s Caramel Apple Empanada, both of which also made recent returns.

«I’ve been covering food releases for years, and in that time, I’ve seen countless comments to the tune of ‘We don’t want this. We want the Snack Wrap,’ and, ‘Can you tell us when the Snack Wrap is coming back?'» he said. «A couple years ago, the chances of its return were pretty bleak. However, things escalated pretty quickly in late 2023 when McDonald’s did indeed announce that the Snack Wrap would return in a new form. Since then, details have slowly but surely trickled out, and the hype has steadily grown.»

While Snack Wraps left McDonald’s locations in the US back in 2020, they remained available at Canadian and UK restaurants. The current online McDonald’s Canada menu includes several tortilla-wrapped items, including ones with crispy chicken, grilled chicken, buffalo chicken and chicken with a sweet chili sauce.

Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for May 21, #240

Here are some hints and the answers for the NYT Connections: Sports Edition puzzle, No. 240, for May 21.

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.

Connections: Sports Edition tried to fool players today by tossing in four coin words: quarter, dime, nickel and penny. Yet as longtime players know, that’s way too simple for a Connections puzzle — and this was indeed a trick. The four coin words all ended up in different groups. Read on for hints and the answers.

Connections: Sports Edition is out of beta now, making its debut on Super Bowl Sunday, Feb. 9. That’s a sign that the game has earned enough loyal players that The Athletic, the subscription-based sports journalism site owned by the Times, will continue to publish it. It doesn’t show up in the NYT Games app but now appears in The Athletic’s own app. Or you can continue to play it 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: Watch the clock.

Green group hint: Not offense.

Blue group hint: Nice throw!

Purple group hint: Fancy footwear.

Answers for today’s Connections: Sports Edition groups

Yellow group: Sections of a game.

Green group: Football defensive terms.

Blue group: Words used to describe a good pass.

Purple group: Eponymous basketball shoes, minus the S

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 sections of a game. The four answers are half, inning, period and quarter.

The green words in today’s Connections

The theme is football defensive terms. The four answers are 4-3, 46, nickel and prevent.

The blue words in today’s Connections

The theme is words used to describe a good pass. The four answers are apple, assist, dime and dish.

The purple words in today’s Connections

The theme is eponymous basketball shoes, minus the S. The four answers are Chuck, Jordan, LeBron and Penny.

Technologies

You Can Now Play Fortnite Again on iPhone and iPad

The long wait is over: Fortnite returns to Apple’s App Store in the US.

Fortnite is back on iPhone and iPad, as announced in its post today on X.

The game had been in and out of the Apple App Store multiple times over the years as its parent company, Epic Games, and Apple clashed over developer fees. But now, following a court ruling against Apple, the massively popular game can finally be downloaded again on iOS devices.

The US District Court for the Northern District of California ruled on April 30 that Apple’s behavior toward web transactions was in bad faith and anticompetitive. Epic Games CEO Tim Sweeney posted about the ruling on X on the same day.

«For the reasons set forth herein, the Court finds Apple in willful violation of this Court’s 2021 Injunction which issued to restrain and prohibit Apple’s anticompetitive conduct and anticompetitive pricing,» court documents read. «Apple’s continued attempts to interfere with competition will not be tolerated.»

Sweeney made the announcement of Fortnite’s return to iPhone and iPad shortly after the April 30 court ruling.

«We will return Fortnite to the US iOS App Store next week,» Sweeney wrote on X. «Epic puts forth a peace proposal: If Apple extends the court’s friction-free, Apple-tax-free framework worldwide, we’ll return Fortnite to the App Store worldwide and drop current and future litigation on the topic.»

Read more: The 15 Best PC Games Right Now

What will be new on Fortnite for iPhones?

In celebration of its iOS relaunch, Fortnite is rumored to be bringing back the Tart Tycoon skin. The monochrome cosmetic outfit was first released in 2020 and is meant to be a parody of Apple. Alongside the rare item, the Tart Tycoon Cup event is said to be returning.

Fortnite had been banned from iOS devices since 2020, when the flagship iOS device was the iPhone 11.

Why was Fortnite off the iPhone and why is it back now?

In 2021, Epic Games and Apple went to court. Apple largely won that court battle, but didn’t walk away unscathed. A federal judge also ordered Apple to remove its anti-steering barriers, meaning the company must allow apps downloaded from the App Store to steer customers to third-party means.

From the archives: Apple Scores Legal Win Over Epic in Fortnite Lawsuit

Apple appealed the decision later in 2021, with proceedings continuing through 2022 and into 2023. Apple eventually won the appeal. However, the court upheld its anti-steering ruling from 2021 in the process.

When Epic took Apple back to court in 2025, the company pointed out that Apple hadn’t complied with the original ruling in 2021. The judge agreed and is now forcing Apple to follow the rules to the letter. This includes not charging developers for non-App Store payment methods and allowing developers to tell people that such third-party options and platforms exist. The time frame is simple enough. Apple is to comply with these new rules immediately.

Epic Games also has lawsuits against Google and Samsung, seeking to achieve the same result for users of Google Play.