Published - May 10th, 2023 @ 03:00 PM (CET)
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Google to reveal AI advancements in products to counter Microsoft's threat in the $300-billion search advertising market.
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Alphabet Inc's Google is set to reveal further advancements in artificial intelligence (AI) within its products on Wednesday, aiming to counter Microsoft Corp's increasing threat to its dominance in the nearly $300-billion search advertising market.

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Project Magi focuses on enhancing Google search with generative AI technology, presented at the annual I/O conference.
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Under the internal project code named Magi, Google has been working to enhance its flagship search engine with generative AI technology, enabling it to answer queries with human-like prose and generate new content based on previous data. This development will be the focal point as Google executives present at the annual I/O conference in Mountain View, California, close to the company's headquarters. The outcome could transform how consumers access information worldwide and determine the winner in the global search advertising market, which research firm MAGNA estimates to be worth $286 billion this year.

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Once the undisputed gateway to the internet, Google has seen its position challenged as rivals began utilizing generative AI as an alternative method for presenting web content. First came ChatGPT, a chatbot from Microsoft-backed OpenAI, which was hailed as a potential Google disruptor. This was followed by an update to Microsoft's search engine, Bing, which incorporated a similarly agile chatbot capable of answering queries where no precise results were available online, such as recommending car seats for specific vehicle models.

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Microsoft's ChatGPT and Bing chatbot challenge Google's position as the internet gateway.
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Microsoft recently boasted of US market share gains for Bing, which has grown to over 100 million daily active users, though it remains eclipsed by the billions of searches conducted on Google. Google's competitors have taken the company's prior research breakthroughs and built upon them, surpassing their originator. This has posed both a technological and a business challenge, with Microsoft estimating that each percentage point gained in search advertising share could generate an additional $2 billion in revenue.

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In response, Google teams have been racing to introduce new technology at the I/O conference or earlier, such as their ChatGPT rival, Bard, to defend the company's territory. Sundar Pichai, Alphabet's CEO, announced that generative AI capable of breaking down complex queries would be integrated into Google Search, along with more diverse perspectives, including "blogs from people who play both piano and guitar."

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Google expected to announce a powerful AI model, PaLM 2, and unveil new Pixel device hardware.

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Google is also looking to reassert its position as a research leader. At Wednesday's conference, the company is expected to announce the development of a more potent AI model called PaLM 2, as reported by CNBC. According to media reports, Google is anticipated to unveil new hardware for its Pixel device lineup.

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