Bing generative search
Microsoft began testing a fully AI-generated Bing results page that reorganises web content into a synthesised layout with citations.
What changed
Bing generative search replaces the conventional list of results with an AI-composed page that summarises and reorganises information drawn from the web, with source links throughout. Microsoft rolled it out gradually to a small share of queries and said it was monitoring click-through to publishers closely. It represented a more aggressive redesign than an answer box above ordinary results, and raised the same publisher traffic questions as Google's AI Overviews.
Timing
Rollout began 24 July 2024. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.