How The New AI-integrated Search Works

We have already announced here the promises of Bing improvements with ChatGPT, and now the technology has finally been released. The Official Microsoft Blog recently announced the new Bing search with integrated artificial intelligence.

We already know what ChatGPT is and the power it has in search engines, so it’s time to discover how it works.

That is, how does Bing AI Search use website content? What do SEO professionals need to know? Come along and I’ll unravel these doubts!

Bing’s new search

I wanted to show in practice how this new research works. But “chat mode is only available when you have access to the new Bing,” says the pop-up on

That is, it seems that the resource is not yet available, but you can already join the waiting list.

To join the ChatGPT waiting list, you must follow the following steps:

  1. Go to
  2. Click on the “Chat” option from the top menu
  3. Click on “Join the Waitlist”
  4. And login to your Microsoft account

That’s it, you’re already on the waiting list to use ChatGPT’s artificial intelligence when it launches. This means you will be notified when this happens.

After that, Microsoft will find a way to push you the full experience (as usual). That is, offering an app, an extension on Chrome and changing the configuration of your search engine.

Don’t fall for it! You do not need to continue advancing step-by-step once you are on the waiting list.

Even though the feature isn’t available, Bing users can already get a taste of advanced search. Want to see?

I ran the huge keyword “I need to throw a dinner for 6 people who are vegetarians. Can you suggest a 3-course menu with a chocolate dessert?” In addition to showing me the SERPs we are used to, it also listed four complete menus (starter, main course and dessert).

Wasn’t that exactly what we wanted? It’s akin to a complete blog content, on the engine’s search page, linking to different content.

Now, notice the first image. The difference of the chat will be the conversation, the interactivity.

That is, with the new Bing search you will be able to respond to the results.

Let me give you a different example. Imagine that you are looking for “ways to lose weight”. Currently, search engines offer us the best content produced by publishers.

With ChatGPT, you’ll see the machine’s suggestions and ask it to put together an exercise routine using apps. Once that’s done, you want to customize the apps for the night shift and link that to a food routine.

This is just an example, but can you see the power of this technology?

According to the Consumer Chief Marketing Officer (CCMO) from Microsoft, Yusuf Mehdi, the technology is being tested in 169 countries and access to all users should arrive gradually, since the demand has already exceeded several million.

Bing AI Search technology

According to Microsoft, Bing’s new search is the fusion of four technologies: State-of-the-art OpenAI model, Microsoft Prometheus model, AI applied to core search algorithm and new user experience.

I won’t go into the details of each technology, but it’s interesting to have a context for them, right?

The first model, OpenAI, is the latest generation of artificial intelligence that answers questions more accurately and quickly (an evolution of ChatGPT).

Prometheus is the data connection obeying the following model:

Source: Building the New Bing | Search Quality Insights

Here the secret lies in Bing Orchestrator, a component of this scheme that unites search, indexing and ranking data from Bing with the artificial intelligence of GPT. Therefore, your next conversation with Bing chat or your search will be processed by this technology.

Finally, as if all this were not enough, the search engine also gained artificial intelligence, which improves the simple SERPs. In addition to us users gaining a new experience when interacting with the web.

For those who want to go deeper, I recommend reading these two articles:

What do SEO professionals need to know?

Everything is still very new and it’s hard to get SEO insights for the technologies that are coming. Right now though, one thing is certain: Bing is in the game.

What I recommend to SEOs is not to ignore Bing searches. Therefore, study the tool guidelines and start playing with ChatGPT.

I went to play around with ChatGPT, which is available through this link, and I asked the following question: “how can I create content with ChatGPT?”. The following text is a copy of the conversation I had with the machine (it’s the last exercise in practice… I swear).

Germano Ferreira: how can I create content with ChatGPT?

ChatGPT: To create content with ChatGPT, follow these steps:

  1. Determine the purpose of the content you want to create. Are you creating an article for a blog, a script for a video, or a tweet for social media?
  2. Formulate a specific question or topic that you would like to address. The more specific the topic, the better ChatGPT will be able to respond with relevant information.
  3. Start a conversation with ChatGPT, asking your question or commenting on the chosen topic.
  4. ChatGPT will respond with relevant information about the matter. Read the response carefully and select the information that is most relevant to your objective.
  5. Use the information provided by ChatGPT as a basis for creating your content. You can rephrase the answer in your own words, add your opinion, or do more research on the topic.
  6. Always check the quality of the created content and make necessary edits to improve the text.
  7. Finally, if you like, you can ask ChatGPT to rate your content and provide suggestions to improve it further.

Remember that ChatGPT is a powerful tool to help create content, but the final content should always be reviewed and edited to ensure it is accurate, relevant and interesting to the target audience.

Germano Ferreira: I’m creating a script for a commercial for a chicken company

ChatGPT: Excellent! To create a script for a chicken farm commercial using ChatGPT, you can follow these steps:

  1. Determine the purpose of the commercial. Do you want to highlight the quality of the chickens produced, the way they are raised or any specific characteristics that differentiate them from other chickens on the market?
  2. Formulate a specific question related to the chosen topic. For example: “What are the main characteristics of the chickens produced by our producer that differentiate them from others on the market?”.
  3. Start a conversation with ChatGPT and ask the formulated question. Wait for the answer.
  4. Read ChatGPT’s response carefully and select the information that is relevant to the commercial script. Highlight the most important characteristics of the chickens produced by the producer.
  5. Use the selected information to create an attractive and persuasive script that highlights the qualities of the chickens produced by the producer. Be sure to include information that is relevant to your target audience and may encourage them to purchase your company’s chickens.
  6. Check the script and make necessary edits to improve the text.
  7. Finally, if you want, you can ask ChatGPT to evaluate the script and provide suggestions to improve it further.

Remember that the commercial script must be clear, objective and persuasive, with information that encourages the target audience to choose the chickens produced by the producer to the detriment of competitors.

Germano Ferreira: OK! Give me a script to highlight the quality of chickens

ChatGPT: Of course, here is an example script that highlights the quality of the chickens produced by your producer:

[Opening of the commercial with images of healthy chickens, raised in a natural and spacious environment]

Narrator: “We at [producer name] are committed to bringing the best chickens on the market to your table. Our chickens are raised naturally, in an environment…

Anyway, you got the idea. I had a complete script in a few seconds.

Also, I created this content quickly. What marries this change in the content marketing market? There are already vacancies abroad requiring knowledge in ChatGPT.

Don’t be scared SEO and content producers, but stay tuned. The use of ChatGPT is already a reality and it seems that our profession will change. However, the human and journalistic touch of the text will still be a differential.

In this article alone, in which I tried different scenarios in different tools, I took print screens and sent them for editing. No machine that will do that.  Not yet, anyway.

Finally, now more than ever, it is the different content that is pleasant to read, with the author’s touch… the E-A-R, which will position articles in first place.

Do you want to continue to be updated with Marketing best practices? I strongly suggest that you subscribe to The Beat, Rock Content’s interactive newsletter. There, you’ll find all the trends that matter in the Digital Marketing landscape. See you there!

Source link