Battle of the Titans: Google vs Microsoft in AI-Powered Search

Battle of the Titans: Google vs Microsoft in AI-Powered Search

The big news in digital marketing must be the product developments and announcements from Google I/O 2023. An event announcing all the latest developments with Google products in the near future.

Of key importance for Google is how they are responding to Microsoft and Chat GPT. AI is obviously a huge part of their future and ours as well. If you're interested, Google have released a 10 minute summary that you can watch.

The most relevant thing for digital marketing would likely be the new design of the search experience in Google. We'll be talking a bit more about how we see this impacting search and digital marketing.

What's going on:  Google is reimagining the search experience by integrating AI into its offering and make no mistake, it's a BIG change. We're obviously watching very closely for the likely impact on Google Ads traffic as well as on organic traffic. On a mobile device, this will take up the entire screen. So searcher behaviour is going to be changing in the coming months.

You won't get this new search page for every type of search query. Google is being careful to stay away from anything dangerous or controversial. You'll most likely see it rolled out for informational-type queries. Which, if you know anything about search, is the majority of searches on the Google Search engine.


Why does it matter? Google & Bing are changing the search experience. If you're a business that has significant traffic, leads and revenue from Google (and that's a lot of us) we need to keep a close eye on what impact these changes will have on our businesses and organisations.

Kim's thoughts: The usage of search engines will actually surge upwards if this integration is successful. Let me tell you why. Currently, I do not use Chat GPT the same way that I use Google.

I'll use Chat for things like content ideas, first drafts, initial plans, essentially generating something so I don't have to stare at a blank page. I still use Google for raw information. I think the combination of the two platforms will mean additional attention and time spent on Google and likely Bing.

So it's definitely something to be keeping a close eye on. But not just from a point of concern. I think we also need to keep a close watch because it's also likely to contain tremendous opportunity.

Kim Voon

Kim Voon


With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.

As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.

In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.

His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.