Enhanced Discoveries: Microsoft Bing Integrates Deep Search AI

1 min read

Microsoft has unveiled Deep Search, a fresh, elective, generative AI addition designed to assist users grappling with intricate queries needing more straightforward solutions.

Functionality-wise, Deep Search leverages Bing’s web index and ranking infrastructure as its foundation. Powered by GPT-4, it dissects diverse intentions and query permutations, generating distinct descriptions for each, ultimately curating an “optimal set of outcomes.”

Through diverse querying methods, Deep Search unveils results that typically wouldn’t surface in conventional search outcomes.

For instance, let’s consider a scenario shared by Microsoft: a user seeks information on “how points systems work in Japan.” Deep Search might spotlight additional pertinent search terms, such as:


  • Loyalty card programs in Japan
  • Optimal loyalty cards for travelers in Japan
  • Comparative analysis of loyalty programs across categories in Japan
  • Guidelines for Redeeming Loyalty Cards in Japan
  • Effective management of loyalty points via mobile apps


Microsoft elaborated, “Deep Search delves into various facets of a query, even without explicitly including the original keywords. While Bing’s regular searches already scan millions of web pages per Search, Deep Search amplifies this tenfold, surfacing more comprehensive and specific results than those typically ranking higher in standard search outcomes.”

Deep Search alters how results are ranked, primarily emphasizing the alignment between a page and Bing’s expanded descriptions. Additionally, it considers several other factors related to relevance and quality:


  • Topic alignment
  • Adequate depth of information
  • Credibility and trustworthiness of the source
  • Freshness of content
  • Popularity of the page


However, there are drawbacks to consider. Deep Search, while enriching results, operates at a slower pace than regular Search. It might take up to 30 seconds to complete, potentially testing the patience of most searchers.

Deep Search’s availability is limited to “randomly selected small groups” of Bing users during its testing phase, as stated by Microsoft.

In the broader context, this AI-driven SERP feature could vie for attention, possibly diverting clicks from organic listings. Yet, with direct testing, comprehending its mechanics is possible. Even with the clicks it garners, it might aid users in swiftly accomplishing their search intents, particularly for intricate queries where user intent can be more complex.

Microsoft underscores that Deep Search aims to furnish “more relevant and comprehensive answers to the most complex search queries.” However, it’s not designed for every query or user. Instead, it is an augmentation, offering the option for deeper and more extensive web exploration without replacing Bing’s existing web search functionality.


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Shilpi Mathur
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