Microsoft has revealed a revamped Bing search engine powered by chatbot technology as an AI arms race with rival Google hots up.
The Windows, Office, and Xbox maker is also giving its Edge web browser an update following a multibillion-dollar investment in OpenAI, which took the world by storm last year by releasing ChatGPT.
While Microsoft has long been a giant of the computing industry, it has lagged behind Google when it comes to its search engine and web browser - with Chrome the global favourite.
It hopes its own chatbot - a large language model like ChatGPT, which is trained on a huge amount of text data to generate answers, summarise information and carry out realistic conversations - will give it a boost.
At a launch event for the new AI-powered services, senior Microsoft figures said the search experience had not changed for 20 years, in a dig at its rivals.
Microsoft has suggested the new features could be available to use within weeks.
And there will be a very ChatGPT-style chat experience, separate from the main search engine, where you can have back-and-forth conversations about a topic of your choosing.
Google and Microsoft are certainly betting on that being the case, having seemingly been spooked by the sudden success of ChatGPT when it was released in November - amassing more than 100 million users already.
It quickly had some users predicting the downfall of traditional search engines, as the upstart chatbot threatened to upend how people prepare for job interviews, journalists write stories, and children do homework.
Search engines will look to beat it by staying up to date with current affairs, which ChatGPT cannot do.
The new Bing, for example, will draw on real-time news and updates, and can also provide references for where it's sourcing information from - addressing a criticism of ChatGPT, which sometimes get its facts wrong.
Startup search engines, like Neeva and You.com, are also looking to leverage chatbots to tempt users away from the usual suspects and take a place in the AI arms race.
Neeva's chief executive Sridhar Ramaswamy, formerly Google's advertising tsar, told Sky News last month that he believed "a platform shift" was on the cards.
Microsoft is already rolling out its new-look search engine but you will have to join a waiting list before you can try it.
In the meantime, it has already been implementing ChatGPT into its Teams software to do things like summarise meetings and offer shortcut responses in chats.
Google's Bard is also being rolled out slowly, first to its "trusted users" before a full release in the coming weeks.
The search giant was due to announce more details about its plans for AI at an event in Paris on Wednesday.