Microsoft Corp (MSFT.O) is revamping its Bing search engine and Edge web browser with artificial intelligence, the company said on Tuesday, in one of its biggest efforts yet to lead a new wave of technology and reshape how people gather information.
Microsoft is staking its future on AI through billions of dollars of investment as it directly challenges Alphabet Inc’s (GOOGL.O) Google. That could mean new competition for business customers using cloud and collaboration products as well as a vigorous return to consumer markets where Google now leads.
Working with the startup OpenAI, Microsoft is aiming to leapfrog its rival and potentially claim vast returns from tools that speed up all manner of content creation, automating tasks, if not jobs themselves.
“This technology is going to reshape pretty much every software category,” Microsoft Chief Executive Satya Nadella told reporters in a briefing at Microsoft headquarters in Redmond, Washington.
Some investors expect the technology to create new markets even as Big Tech companies compete for dominance. Shares of Microsoft rose 3.8% in afternoon trading. Alphabet gained 3.6%.
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