Microsoft’s Bing: Minimal Market Impact Despite ChatGPT Integration


Microsoft’s ambitious integration of ChatGPT into its Bing search engine was envisioned as a significant move to challenge Google’s dominance in the search market. However, recent data suggests that this strategy has led to only modest improvements in Bing’s market share.

Key Highlights:

  • Bing’s global market share was 2.82% as of February 2023, behind Google’s 93.37%.
  • Despite ChatGPT integration, Bing’s market share increased by less than 1%.
  • Bing remains the second most popular search engine, far behind Google.
  • Microsoft has integrated a more advanced AI model than ChatGPT into Bing.
  • Bing is the default search engine for ChatGPT and has a significant presence in the desktop search market and among U.S. gaming consoles.


Bing’s Market Position Pre and Post ChatGPT Integration

As of February 2023, Microsoft’s Bing held a 2.82% share of the global search engine market, with Google leading at 93.37%. This scenario portrays a challenging environment for Bing to make significant inroads. Despite integrating a more potent version of ChatGPT, customized for search, Bing’s market share increased marginally, reaching 2.76% by June 2023​​.

The Impact of ChatGPT Integration

Microsoft’s $10 billion investment in OpenAI, the parent company of ChatGPT, was a strategic move to leverage AI advancements in enhancing Bing’s search capabilities. The integration of ChatGPT and a next-gen AI model promised a more efficient and relevant search experience. However, data from StatCounter reveals that by the end of 2023, Bing’s global search market share was just 3.4%, up less than 1 percentage point since the ChatGPT announcement​​.

User Reception and Usage Trends

Although Bing reached 100 million daily active users post ChatGPT integration and processes over 900 million searches a day, these figures have not significantly translated into a larger market share. Bing’s highest traffic comes from China, and it has a notable presence in the desktop search market and among U.S. gaming consoles due to its default status on Windows and Xbox​​.

Challenges and Opportunities

The integration of ChatGPT into Bing, while innovative, has not dramatically shifted user preferences in the search engine market. Google’s continued dominance suggests that user habits and preferences in search engines are deeply ingrained and challenging to alter. However, Microsoft’s ongoing efforts in AI and search technology indicate a commitment to evolving and potentially capturing more market share in the future.

The Role of ChatGPT in Bing’s Strategy

Microsoft’s decision to invest heavily in OpenAI and integrate ChatGPT into Bing was a bold step aimed at redefining search experiences. This AI infusion was expected to enhance Bing’s attractiveness and functionality. However, the modest increase in market share suggests that while users may appreciate AI-driven search capabilities, it hasn’t been compelling enough to significantly shift their search engine preferences.

User Adoption and Engagement

The user adoption rate post the ChatGPT integration has been noteworthy, with Bing crossing 100 million daily active users. Despite this, Bing’s overall market share remains low. This implies that while ChatGPT may have drawn curiosity and initial engagement, it hasn’t fundamentally changed user habits or eroded Google’s longstanding dominance.

Microsoft’s integration of ChatGPT into Bing has resulted in marginal market share gains, underscoring the challenges of competing against Google’s entrenched dominance in the search engine market. While Bing has made strides in AI integration and user experience, these improvements have yet to significantly disrupt the search engine landscape.


About the author


Jamie Davidson

Jamie Davidson is the Marketing Communications Manager for Vast Conference, a meeting solution providing HD-audio, video conferencing with screen sharing, and a mobile app to easily and reliably get work done."