Microsoft has announced the integration of OpenAI's GPT-4 model into Bing, providing a conversational experience within the search engine. The latest version of Bing features the option to start a chat in its toolbar and deliver results based on the GPT-based model.

The new experience is now live on Bing, but it’s still limited. For the full experience, you’ll have to get on the waitlist.

The latest version of Microsoft's Edge browser will also have these AI features built into the sidebar. The integration is aimed to better compete with Google and offer a more up-to-date experience compared to OpenAI's ChatGPT.

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The new Bing will show GPT-based results in a box on the right side of the search results page and occasionally prompt users with its own questions and suggest potential answers.

Bing cites its sources and links to them in a "learn more" section and includes a feedback option for every result. The previous version of Bing remains available but is now enhanced with AI. Microsoft calls this latest version of GPT the Prometheus model.

For some queries, the chat feature will show ads, but Microsoft is willing to forgo some revenue to take market share from Google. Unlike Google, Microsoft doesn't have a massive advertising empire to protect. Microsoft hopes the new conversational experience will give users a reason to switch to Bing and position it as a viable alternative to Google.