Alphabet Inc's Google on Wednesday is expected to unveil more artificial intelligence in its products to answer the latest competition from Microsoft Corp, which has threatened its perch atop the nearly $300-billion search advertising market.Through an internal project code-named Magi, Google has looked t
Alphabet Inc's Google on Wednesday is expected to unveil more artificial intelligence in its products to answer the latest competition from Microsoft Corp, which has threatened its perch atop the nearly $300-billion search advertising market.
The effort will be the most closely watched as Google executives take the stage at its yearly conference I/O in Mountain View, California, near its headquarters. The result could alter how consumers access the world's information and which company wins the global market for search advertising, estimated by research firm MAGNA to be $286 billion this year.
First came ChatGPT, the chatbot from Microsoft-backed OpenAI that industry observers called Google's disruptor. Next came Bing, Microsoft's search engine updated with a similarly dextrous chatbot, which can answer queries where no obvious result existed online - like what car seat to buy for a particular model vehicle.
Google's rivals have taken its research breakthroughs from prior years and run with them, outpacing their inventor. That has represented a technological affront and a business one: Microsoft said every percentage point of share it gained in search advertising could draw another $2 billion in revenue.
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