Google to beef up search with AI, setting stage for showdown with Bing

FILE PHOTO: A logo of Google is seen at an office building in Zurich, Switzerland July 1, 2020. REUTERS/Arnd Wiegmann

STOCKHOLM/LONDON (Reuters) -Alphabet's Google on Wednesday said it will enhance search results with generative AI features, in its latest salvo against Microsoft which laid out plans a day earlier to improve its rival search engine Bing.

Microsoft is hoping new features can revive its Bing platform and take a shot at Google's dominance of online search which drives a lucrative ad business earning $100 billion in sales last year.