ChatGPT, the generative AI app which went mega-viral at the tail end of 2022, has been touted as the savior — or destroyer — of everything ranging from academic rigor to the entire marketing profession..Also on that list: search engines.The Information reported Microsoft and ChatGPT creator OpenAI are working on integrating the technology into Microsoft's perpetually overlooked search site Bing.While Luria takes into account Google's own forays into generative AI, he believes these projects have not made the same strides as ChatGPT.In August, TechCrunch reported Google rolled out ways to improve the ranking of high-quality websites.And thanks to an investment in OpenAI and a bet on the buzzy generative AI sector, Microsoft may finally force Google to compete if it wants to maintain market dominance."