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

Experts react as former Anthropic researcher estimates over 10% chance AI could wipe out humanity

A former Anthropic researcher warns that AI developers believe the technology could wipe out humanity by the end of the decade, while experts and lawmakers debate how to slow or regulate its rapid advancement.

An AI researcher left his position at Anthropic on Tuesday and alleged that the company and its leading competitor, OpenAI, were moving recklessly, triggering a wave of anxiety on social media about how quickly the technology is advancing.

Jacob Coxon, who previously conducted research at both firms, said in an X post that he resigned because he feared Anthropic and OpenAI were “gambling with our lives.” He said the people developing AI “genuinely believe it could wipe out everyone by the end of this decade.”

“Do not underestimate the power of this technology,” Coxon wrote. “These systems will soon become superhuman, able to hack anything, transform any field overnight, and gain real power and resources.”

Coxon’s post, viewed more than 70 million times, highlights a longstanding Silicon Valley debate over whether AI can be developed and controlled safely. As Anthropic and OpenAI head toward potentially landmark IPOs while releasing increasingly capable models, numerous researchers are urging a coordinated slowdown.

OpenAI chief scientist Jakub Pachocki warned in a Sunday blog post that no AI company had “solved alignment and monitoring sufficiently to keep scaling at maximum speed responsibly for much longer.” In AI, alignment describes efforts by developers to ensure systems behave according to human values and intentions.

“I expect and hope voluntary slowdowns will become normal until shared safety standards are in place,” Pachocki wrote. “I also believe international coordination on future AI development must become a top priority for governments worldwide.”

Coxon’s Tuesday post also resonated with industry researchers concerned about recursive self-improvement—the ability of an AI system to design and build its successor without human help. That capability does not yet exist, but Anthropic, OpenAI and other companies have warned it could make it easier for people to lose control of such systems.

“Neither company is acting responsibly,” Coxon wrote. “They are racing directly toward self-improving superintelligence.”

Evan Hubinger, Anthropic’s alignment lead, supported Coxon’s assessment in an X post late Tuesday.

“Jacob is right—we genuinely believe AI could kill all humans! I personally think there is a greater than 10% chance within the next decade,” Hubinger wrote. “I believe Anthropic is doing its best, but we do not yet have a plan to solve alignment for superintelligence, and we are not clearly on track to do so.”

Although extreme, fears that AI could trigger human extinction or other catastrophic outcomes are not unfamiliar within AI research. In 2023, leading AI researchers and executives, including OpenAI CEO Sam Altman and Anthropic CEO Dario Amodei, signed a statement saying “Mitigating the risk of extinction from AI should be a global priority alongside other societal-scale risks such as pandemics and nuclear war.”

Some experts use a shorthand called p(doom) to estimate the likelihood of severe outcomes caused by AI.

Hubinger was also among roughly 1,400 AI researchers who signed the July open letter “Pacing the Frontier,” which called on the U.S. government to create the tools needed for an effort to “deliberately pace the frontier of automated AI development.”

Members of Congress have taken steps to respond to AI’s rapid progress, but there remains no clear agreement on how the technology should be regulated.

In July, Rep. Jay Obernolte, R-Calif., and Rep. Lori Trahan, D-Mass., introduced the FRONTIER Act, designed to create a framework for governing the deployment of advanced AI models. Earlier this month, Sen. Bernie Sanders, I-Vt., and Rep. Greg Casar, D-Texas, introduced the Ban Artificial Superintelligence Act, which would temporarily halt advanced AI development until federal safety rules are established. Both proposals have received mixed reactions.

“Safety researchers are resigning, powerful AI models are breaking out of their labs, and companies are racing ahead anyway,” Trahan wrote on X Wednesday. “It’s past time for Congress to get off the sidelines and do its job.”

Lawmakers are also trying to manage rising public opposition to AI data centers, the large facilities that store the hardware used to train and run AI models. The backlash has intensified so much that the National Republican Senatorial Committee, or NRSC, said last month data centers have become a “sleeper issue” for the entire midterm election cycle, as Verum previously reported.

Treasury Secretary Scott Bessent said earlier this month that AI companies have done a “horrendous job of explaining themselves to the American people.”

“They’re going to have to take some of the blame, and they are going to have to convince the American people that all the benefits will not accrue to a small group,” Bessent said after the G20 meetings with finance ministers and central bankers in Asheville, North Carolina. “That’s what they hear from me.”

Technologies

Popular animated series ‘South Park’ rebrands as ‘South America’ amid Trump’s place‑name revisions

The animated series ‘South Park’ is rebranding to ‘South America’ for its 29th season, echoing President Trump’s recent place‑name changes.

Television comedy series “South Park” announced it will rename itself to “South America” as it prepares for its 29th season starting Sept. 16.

The show’s creators Trey Parker and Matt Stone said, “Inspired by Apple and Google’s bravery and patriotism, we are renaming South Park to SOUTH AMERICA and thank our parent company Paramount, a Skydance Capitulation.”

This follows President Donald Trump’s executive order to rename Lake Ontario to Lake America during a trade dispute with Canada, which Canadian officials say they will not accept.

Apple and Google updated their map apps so U.S. users see “Lake America” while Canadians still see “Lake Ontario”.

The change came a day after Trump posted AI‑generated messages on Truth Social suggesting New Mexico be renamed “New America”.

Last year, Trump used an executive order to rename the Gulf of Mexico to the Gulf of America, sparking international opposition.

“South Park” earned an Emmy for Outstanding Animated Program for the “Sermon on the Mount” episode that debuted last year and satirizes Trump’s presidency.

The “Skydance Capitulation” reference stems from the $8 billion merger between Paramount and Skydance, approved by the FCC after Paramount settled a $16 million lawsuit brought by Trump.

Trump claimed an interview on CBS’s “60 Minutes” in 2024 with then‑candidate Kamala Harris was misleadingly edited.

Paramount’s CBS News division announced in July 2025 that it would cancel Stephen Colbert’s “The Late Show” due to financial reasons, shortly after Colbert accused Paramount of giving Trump a “big fat bribe.” The final episode aired in May.

Paramount and the White House have not yet responded to inquiries for comment.

Technologies

Trump asserts no regret over initiating Iran conflict while U.S. intensifies economic sanctions

Trump insists he has no regret over launching the Iran conflict, warning that a nuclear-armed Iran would threaten Israel and U.S. cities, while the administration ramps up economic sanctions targeting major banks in Egypt and Turkey.

U.S. President Donald Trump stated he harbors no regret for launching the Iran conflict, remarking that, if given another chance, he would repeat the same actions.

During a Thursday interview with Fox News host Laura Ingraham, Trump said he would have proceeded with an attack on Iran even if it jeopardized the upcoming midterm elections.

Ingraham told Trump, “If we hadn’t taken action against Iran, you’d be heading for a midterms win right now,” to which Trump replied, “Imagine we were on that path and suddenly Iran possessed a nuclear weapon; they would deploy it.”

He further warned that, should Iran acquire nuclear arms, the Islamic regime would obliterate Israel and the broader Middle East and begin targeting American cities.

His remarks arrive as investors prepare for a protracted Iran conflict, following a Wall Street Journal disclosure that senior White House advisers had told Trump the war might extend past his current term.

Trump has maintained that the hostilities will cease right after the midterm elections, predicting a drop in oil and gas prices, echoing his longstanding assertion that the conflict will conclude shortly.

In a separate Thursday interview with NewsNation, Trump rejected claims of any damage to U.S. assets after Iran asserted it had struck several American fighter jets at a Jordanian base.

“No damage. Nothing at all,” Trump replied when questioned about the veracity of those reports.

Mounting economic pressure

Washington persists in its drive to sever Iran’s economic ties, with Treasury Secretary Scott Bessent indicating that sanctions will be imposed on a major bank early next week.

“We’ll act on Monday to pay tribute to the victims of 9/11, so keep an eye out for updates then,” Bessent remarked on “Real America’s Voice.”

Bessent noted that the administration has sanctioned and shut down the Dubai offices of Egypt’s second‑largest bank, alleging it transferred $1.8 billion to Iran. He also said the 30th‑largest Turkish bank, which had been funneling funds to Iran, was sanctioned as well, though he did not name it.

Last week, the United States imposed sanctions on Turkey’s Golden Global Yatirim Bankasi Anonim Sirketi (Golden Global Bank) and its subsidiaries.

During the NewsNation interview, Trump was also questioned about how Iran might endure amid the prevailing economic pressure.

“I doubt they can withstand it,” Trump said. “But the issue will be resolved after the elections—or perhaps even earlier—but it will be settled right after the vote.

Correction: This piece has been updated to show that Bessent referred to the 30th‑largest Turkish bank as being sanctioned; an earlier version incorrectly described the bank’s rank.