Google expected to unveil its answer to Microsoft’s AI search challenge

Alphabet Inc’s (GOOGL.O) Google on Wednesday is expected to unveil more artificial intelligence in its products to answer the latest competition from Microsoft Corp (MSFT.O), which has threatened its perch atop the nearly $300-billion search advertising market.

Through an internal project code-named Magi, Google has looked to infuse its namesake engine with generative artificial intelligence, technology that can answer questions with human-like prose and derive new content from past data.

The effort will be the most closely watched as Google executives take the stage at its yearly conference I/O in Mountain View, California, near its headquarters. The result could alter how consumers access the world’s information and which company wins the global market for search advertising, estimated by research firm MAGNA to be $286 billion this year.

For years the top portal to the internet, Google has found its position in question since rivals began exploiting generative AI as an alternative way to present content from the web.

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