Bing has been trying to replace Google for a long time, but despite many rebranding and design changes, it has not really become a substitute for Google.。Prior to AI integration, Bing usage had declined, with a 33% reduction in usage time in the 12 months prior to ChatGPT's announcement.。

However, the introduction of ChatGPT helped reverse this downward trend.。In the second quarter of 2023, Bing's monthly active users in the United States more than doubled year-over-year to 3.1 million.。Overall, users spend 84% more time on search engines。By the end of the year, Bing's monthly active users had grown steadily to 4.4 million.。Microsoft has responded to this momentum by adding more AI tools to Bing, such as integrating OpenAI's image generation model DALL-E 3 in October.。While this doesn't improve Bing's search capabilities, this new feature has led to a surge in usage.。

However, despite Microsoft's efforts, Google, which has more than 90% market share, remains the default search engine on Apple devices.。Google's experimental "search generation experience" and its planned powerful large-scale language model Gemini show the company's commitment to AI tools in the search field。Microsoft is also relying on generative AI to reshape how advertisers allocate their search spending。The company aims to break away from the traditional model by emphasizing AI-driven search to provide faster and more direct answers。However, these small gains by Bing do not seem to be enough to turn it into a strong competitor.。