The Information today reports that Mozilla plans to integrate GPT-like chat technology into its widely used Firefox browser. Mozilla has long partnered with Google for search, yielding a reputed hundreds of millions in revenue as a result.
The tech press has breathlessly speculated that, freshly invigorated thanks to ChatGPT, Microsoft’s Bing might steal a major distribution partner from Google. First it was Samsung (wrong), then it was Apple (unlikely), and always there was Firefox, with its 200 million monthly users and its tumultuous relationship with its Googley paymaster.
Microsoft today announced a cluster of upgrades to its Bing-ChatGPT product, including:
- Eliminating the Bing chat waitlist, which effectively throttled the product’s growth by adding steps to a consumer’s journey.
- Integrating more visual search results, which will enliven the consumer experience and potentially engage visitors for longer.
- Adding chat history and persistence, a major differentiation between Bing chat and OpenAI’s ChatGPT, and for me anyway, the main reason I didn’t use Bing.
- Adding more long document summarization, which is another feature that ChatGPT excels at.
- Adding a platform layer to Bing, so third party developers can integrate in much the same manner as they can with ChatGPT’s plugins, which I’ve both praised and trashed in past posts (praised because of their potential, trashed because the model reminds me of the app store, which is a walled garden nightmare).
Overall, this news strikes me as Microsoft upping the ante not only on Google, which now has even more catching up to do, but also on Microsoft’s own partner OpenAI, which until now had a superior product. I’m on the road and not able to write as much as I’d like on this, but it’s worth noting. I’m sure the product managers in Mountain View aren’t getting much sleep these days – the pressure is mounting for Google to respond. And in OpenAI headquarters, the frustration has to be building as well – they cut that deal with Microsoft, and now have to live with its terms.
Last week I wrote a piece noting how my wife Michelle’s Google usage was down by nearly two thirds, thanks to her discovery of ChatGPT. I noted that Michelle isn’t exactly an early adopter – but that’s not entirely true. Michelle is more of a harbinger – if an early tech product “fits” her, she’ll adopt it early and often – and it’s usually a winner once it goes mainstream. The early Tivo DVRs come to mind – and they remain a better product than anything that’s come since in the television world (another example of how entrenched business models kill innovation).
But few early versions of any new product get to “Michelle market fit” on first attempt. For it to happen with an AI chatbot – well before I developed the habit – is rarer still. I mean, I’m supposed to be the early adopter around here!
The Very Hardest Thing
What’s the hardest thing you could do as a tech-driven startup? I’ve been asked that question a few times over the years, and my immediate answer is always the same: Trying to beat Google in search. A few have tried – DuckDuckGo has built itself a sizable niche business, and there’s always Bing, thought it’s stuck at less than ten percent of Google’s market (and Microsoft isn’t exactly a startup.) But it’s damn hard to find venture money for a company whose mission is to disrupt the multi-hundred billion dollar search market – and for good reason. Google is just too damn well positioned, and if Microsoft can’t unseat them, how the hell could a small team of upstarts?
It’s not easy being number two. As a marketer, you have limited choices – you can pretend you’re not defined by the market leader, or, you can embrace your position and go directly after your nemesis.
For years, Bing executives have privately complained about how hard it is to “break the Google habit,” even as they refused to market directly against Google. They were Avis, always trying harder.
No more. Today Microsoft announced its “Bing It On” challenge, a direct descendant of the iconic Pepsi challenge more than 30 years ago (the fact that I still remember that marketing campaign, and feel good about it, is a testament to its power).