Microsoft AI CEO says Bing has unshipped 27 features to remove complexities from the search engine: “Simplicity is one of the core principles I am focused on”

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Microsoft unshipped 27 features from Bing to simplify its user experience.

Bing and Microsoft logos
(Image credit: Getty Images | Avishek Das/SOPA Images/LightRocket )

What you need to know

  • Microsoft AI CEO Mustafa Suleyman recently announced the Bing team is unshipping 27 features to simplify the search engine.
  • The CEO didn't specify the features being removed from the platform.
  • This news comes after Bing surpassed 140 million daily active users in April, and Microsoft CEO Satya Nadella attributed the feat to the company's AI efforts.

Earlier this year, Bing surpassed 140 million daily active users. Microsoft CEO Satya Nadella announced the feat during the company's FY24 Q3 earnings call, attributing the immense success to its big AI push on the search engine.

Despite Microsoft's AI efforts in Bing, Google continues to dominate the search landscape. Now, the company is embracing a new approach to drive more growth toward the platform while improving its user experience.

Microsoft AI CEO Mustafa Suleyman recently announced Bing's team has simplified the search engine's user experience by unshipping 27 features. According to Suleyman:

“Simplicity is one of the core principles I am focused on.”

Microsoft AI's CEO further claimed the move would help remove complexities from the platform. "Being brave enough to undo complexity is important," added Suleyman while praising the team's efforts.

To this end, it remains unclear which features the Bing team is unshipping from the platform. The move could enhance Bing's user experience as users often complain about its (debatable) bloatedness.

A step in the right direction for Bing?

Bing search (Image credit: Future)

As it stands, Google continues to dominate the search market share with a whopping 90.01%, while Bing only claims 3.95%. This reality seems like a steep mountain for Microsoft to climb, but that doesn't mean it isn't doable.

During Google's antitrust case last year, Microsoft CEO Satya Nadella claimed Google doesn't play fair with Bing. He further indicated that Apple's deal with Google to use its search engine across its wide array of devices has negatively impacted Bing. Nadella stated that he was willing to part with up to $15 billion annually to secure a similar deal with Apple, citing it would be a game-changer for Bing.

Interestingly, Apple almost bought Bing from Microsoft, but critical quality issues thwarted the plans. Due to the search quality issues, Apple categorically stated, 'there's no price Microsoft could pay' to make it ditch Google. The iPhone maker claimed that Microsoft offered Bing for free but still turned down the offer.

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Google Swiss headquarters office building exterior at Zurich

(Image credit: Getty Images)

- Microsoft is reportedly using deception as fair game to get Windows 11 users to switch to Bing

- The new Copilot AI experience makes it difficult for Microsoft to state its case against OpenAI's offering

- OpenAI's "temporary prototype" search tool could be a Google killer

Last year, watchdogs scrutinized Microsoft's Edge and Bing services, potentially placing them at risk that would warrant gatekeeper regulation. However, upon further investigation, the watchdogs discovered that the services weren't dominant enough in the digital market, prompting exemption from regulation.

Perhaps more interesting, a new kid on the block — OpenAI's "temporary prototype" search tool, SearchGPT could stir trouble and potentially break Google's dominance in search. Experts say the rapid adoption of AI is revolutionizing how users interact with the internet and search. While Google is fighting multiple battles in court, former Google Engineer Arvind Jain says:

"I think for Google right now, AI (is) a much bigger deal than the ruling. AI is fundamentally changing how the search product also works."

It'll be interesting to see if Microsoft's move to simplify Bing's user experience will help drive more growth to the platform and potentially give it a competitive edge over Google.

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Kevin Okemwa
Kevin Okemwa
Contributor

Kevin Okemwa is a seasoned tech journalist based in Nairobi, Kenya with lots of experience covering the latest trends and developments in the industry at Windows Central. With a passion for innovation and a keen eye for detail, he has written for leading publications such as OnMSFT, MakeUseOf, and Windows Report, providing insightful analysis and breaking news on everything revolving around the Microsoft ecosystem. You'll also catch him occasionally contributing at iMore about Apple and AI. While AFK and not busy following the ever-emerging trends in tech, you can find him exploring the world or listening to music.