What Marketers Need to Know About Bing’s AI Search Update

Just over a year ago, Bing introduced LLM-powered chat answers to their search experience. The move helped revolutionize how customers search for (and interact with) brands. Since then, other major search engines have followed suit.

Now, Bing is rolling out a new generative search experience. Here's what you need to know about how the changes might impact your brand. (Hint: there's good news.)

Bing is rolling out a new version of Generative Search.

This update includes new features that deliver direct answers while making it easier for people to see organic search results (and click through to brand websites). In short, it combines a healthy balance of organic results and AI answers.

Digital marketers should embrace this update with open arms. Unlike other search engines — which tend to produce zero-click searches — Bing's new layout was intentionally designed to drive clicks to websites.

Bing has already confirmed as much: "we are continuing to look closely at how generative search impacts traffic to publishers. Early data indicates that this experience maintains the number of clicks to websites and supports a healthy web ecosystem. The generative search experience is designed with this in mind, including retaining traditional search results and increasing the number of clickable links, like the references in the results."

There is nothing new brands need to do to take advantage of this. Bing AI search is powered by ChatGPT, which already pulls information from a variety of sites. This update is just another reminder that having correct and consistent brand information across publishers is important for showing up in search results.

Bing's new generative search experience is slowly rolling out and currently being tested on select user queries.

Sites like Bing are constantly making updates and adding new features that could impact where and how your business shows up in search. As a trusted Bing partner, we're here to help you stay on top of these changes: check out our Publisher Updates section on our blog for consistent updates.

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