Microsoft is under fire after redesigning Bing’s search interface to mimic Google’s homepage. The move has sparked criticism from Google Chrome’s security chief, Parisa Tabriz, who called the tactic a “new low.”

A Deceptive Design

Microsoft’s latest strategy appears aimed at users searching for “Google” on Bing, especially those not signed into a Microsoft account. These users encounter a page strikingly similar to Google’s homepage, complete with:

• A central search bar.
• Animated banners reminiscent of Google Doodles.
• A message stating, “Every search brings you closer to a free donation. Choose from over 2 million nonprofits!”

This message links to the Microsoft Rewards catalog, where users can donate points earned through Bing searches. However, the design effectively hides Bing’s branding. Users must scroll or interact with the page to notice Bing’s logo, leading to confusion about which search engine they’re using.

Sharp Criticism from Google

Parisa Tabriz, Google Chrome’s head of security, took to X (formerly Twitter) to condemn the redesign. She labeled it aspart of Microsoft’s “long history of tricks to confuse users and limit choice.” Her post ended with a stinging remark: “New year; new low, Microsoft.”

A Move to Retain Users

The redesign seems to be a calculated effort by Microsoft to retain users within its ecosystem. This is particularly relevant for individuals setting up new Windows PCs, where Microsoft Edge and Bing are the default browser and search engine.Often, these users search for “Google” with the intent to switch their default search engine. By mimicking Google’s interface, Microsoft may dissuade less tech-savvy users from making the switch, potentially boosting Bing’s retention metrics.

A History of Aggressive Tactics

This isn’t the first time Microsoft has employed bold tactics to promote its products. Examples include:

• Pop-ups urging users to stick with Bing or Edge.
• Altering Chrome’s download pages to make switching browsers more difficult.

Meanwhile, Google has engaged in its own promotional efforts, such as encouraging users to download Chrome and set Google as your default search engine. However, Google’s methods have not been accused of outright deception.

The Ongoing Search Engine Wars

The rivalry between Microsoft and Google in the search engine space remains fierce. As of December, Google’s search engine dominated with an 89.74% global market share, compared to Bing’s 3.97%. Microsoft’s mimicry tactic is just the latest maneuver in this ongoing battle.

User Trust and Transparency

Microsoft’s decision to imitate Google’s interface raises concerns about user trust and transparency. While the strategy may deliver short-term gains by retaining more users on Bing, it risks long-term reputational damage. The backlash from users and industry leaders like Tabriz highlights the potential pitfalls of such aggressive tactics.

What’s Next for Microsoft?

As criticism mounts, Microsoft faces a choice: address the concerns raised by users and industry leaders or double down on its controversial strategy. How the company responds could shape its reputation in the tech industry and its ongoing competition with Google.

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