Microsoft is throwing its hat into the generative search ring. The tech giant has quietly begun testing a new search experience in Bing that combines the traditional blue links with AI-generated summaries and insights. Think of it as your old reliable search engine, but with a knowledgeable AI assistant by its side.

The new Bing aims to provide users with a more comprehensive and informative search experience. When you query something like “what is a spaghetti western?,” for instance, Bing will now present an AI-generated overview on the left side of the screen, summarizing key points about the genre. To the right, you’ll still find the familiar list of web pages. But that’s not all. The AI will also generate additional sections, such as “Famous Spaghetti Westerns” or “Spaghetti Westerns Compared to Other Westerns,” complete with sources to back up the information.

Microsoft is keen to emphasize that this new approach won’t harm website publishers. Unlike some other search engines that have faced criticism for potentially overshadowing traditional search results, Bing promises to maintain the number of clicks to websites and even increase the overall number of links displayed.

This move comes as a direct challenge to Google, which has been experimenting with its own generative search features for over a year. While Bing has historically lagged behind Google in search market share, this new AI-powered approach could give it a much-needed boost.

It’s still early days, and the example provided by Microsoft is likely a carefully curated showcase. We’ll need to see how the new Bing performs in real-world scenarios to get a true sense of its capabilities.