AI competitors such as the new Bing are quickly becoming the most serious threat to Google’s search business in 25 years, and in response, Google is racing to build an all-new search engine powered…
SAN FRANCISCO — Google’s employees were shocked when they learned in March that South Korean consumer electronics giant Samsung was considering replacing Google with Microsoft’s Bing as the default search engine on its devices.
The new features, under the project name Magi, are being created by designers, engineers and executives working in so-called sprint rooms to tweak and test the latest versions. The new search engine would offer users a far more personalized experience than the company’s current service, attempting to anticipate users’ needs.
Modernizing its search engine has become an obsession at Google, and the planned changes could put new AI technology in phones and homes all over the world. A Google spokesperson said that the company was continuously improving its search engine to give users and partners more reason to choose Google and that Android phone makers were free to embrace technologies from different companies to improve their users’ experience.Google has been doing AI research for years.
But long before the search engine can be rebuilt, Magi will add features to the existing search engine, according to internal documents. Google has more than 160 people working full time on it, a person with knowledge of the work said.
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