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Microsoft’s Bing, the once-forgotten search engine, is causing a stir with a potential comeback that could leave Google feeling threatened. The New York Times reports that Samsung is considering replacing Google with Bing as the default search engine on its phones.

Though the Times acknowledged that Bing’s AI-enhanced search was not the sole reason behind Samsung’s potential move, it has caused “panic” within Google. The search engine giant currently generates approximately $3 billion annually from its Samsung partnership. Losing it could leave an unsightly crack in its impenetrable facade.

Left behind

Google’s primary money-making business is search ads, and AI-powered competitors such as Bing pose a significant threat.

The AI market is heating up, and Google is eager to remain a contender. As it rushes to build a new AI-based search engine, the company is upgrading its existing search with AI features through its Magi project. Additionally, Google is exploring product ideas such as an AI-powered image generator and an AI text conversation tool to teach users a new language.

Google’s AI efforts have hit some roadblocks in the panic to get a working chatbot. The recent release of its AI chatbot, Bard, received mixed reviews while ChatGPT continued to impress. With Samsung considering Bing, Google may feel the need to step up its AI game before it gets left behind.

It’s worth noting that a loss of the Samsung partnership would only account for less than 2% of Google’s $162 million search ads business. Still, the fact that it’s even being considered has Google scrambling to boost its AI development. Bing’s AI-enabled search could be the most significant threat to Google’s search business in 25 years, and it’s clear that the search engine giant is not taking any chances.