Marketers Brace for an AI Arms Race in Search

New machine learning advances could rewrite the playbook for SEO

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The Big Tech arms race to own the next wave of language-based artificial intelligence heated up this week, as Google and Microsoft made dueling announcements that could change the way consumers access information on the internet. And that, in turn, is set to change the playbook of how marketers approach search.

Microsoft said it would integrate the tech behind OpenAI’s cutting-edge language generator, ChatGPT, into Bing to give the search engine more conversational and contextual results.

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