The new round of competition between Google and Microsoft on the artificial intelligence (AI) track is becoming increasingly fierce. Following the release of the new version of Bing search engine supported by AI technology in February this year, Microsoft recently announced that it will upgrade its functionality and fully open the chat robot BingChat, supporting functions such as text and graphics, chart generation, third-party plugins, download and sharing. Almost at the same time, Google also plans to change the way search results are presented, including AI conversations and more short video and social media content, making it more "visual, concise, personalized, and user-friendly". It can be foreseen that the future upgrade path of search engines will be closely related to AI technology. Firstly, it will continue to deeply integrate with AI technology. AI technology will change the search form from the underlying architecture. In the past, search engines focused on retrieving existing information, while the support of large models represented by GPT will give search engines the ability to generate content, bring a new dialogue experience, and provide personalized Q&A and dialogue services for users. Secondly, connect different internet service scenarios to form an intelligent product ecosystem. For example, the upgraded Bing Search can integrate third-party applications into the entire product ecosystem by introducing plugins. Bing Search may shift from a traditional search engine to an AI ecosystem platform that can deeply understand user needs, and various tasks such as travel, shopping, catering, and takeout may be integrated into the search engine. AI technology will bring new growth points to search platforms and gain competitive advantages in technological iterations. For many years, search engines have lacked disruptive innovation, and advertising has become the main source of revenue for related enterprises. The first quarter report released by Google's parent company Alphabet shows that its core pillar advertising business revenue decreased by 0.2% year-on-year. This is the third decline in advertising sales for Google since its listing in 2004, and the second consecutive quarterly decline since the fourth quarter of last year. The AI technology, which Google has high hopes for, can expand its existing market boundaries and jointly build an intelligent product ecosystem by collaborating with other information, technology, and service industries to seek a larger market territory. Faced with the innovation triggered by AI, the competition among search giants is constantly escalating, and they are accelerating their pace of action. The reason for this is that the platform business model has the characteristic of "winner take all". Once an intelligent product ecosystem is formed, it is possible to stimulate network effects, achieve large-scale growth in a short period of time, and occupy a leading position in the market. If the transformation is slow, it means continuous loss of market share, and even rapid disruption. The key to achieving competitive advantage lies, on the one hand, in the rapid upgrading and iteration of AI technology, as well as the precise alignment with application scenarios and user needs, and on the other hand, in the prevention and management of technological risks. The development of AI may bring a series of problems, such as amplifying harmful information of discrimination and prejudice, false news that distorts facts, and artificially inducing AI to generate negative content. Effectively controlling and avoiding harmful content is not only an unshakable responsibility of the platform, but also a reflection of its competitive advantage. (New News Agency)