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DIGITAL MARKETING NEWS

Martech Mashup: Bing for Business?

Bing has launched Bing for Business, integrating data from Microsoft Graph in order for businesses to personalise and break down search results.

Bring adds AI to the process

Microsoft’s flagship search engine is using AI and Microsoft Graph to contextualise search results through Bing, based on a business’ organisational preference.

The benefits mean differentiating between similar search results. For example, if searching a colleague with a popular name, Bing will be able to tell the difference between the desired individual and all the rest.

Microsoft has actually been using the new capabilities internally for the past year, making searches far more efficient than previously possible.

Microsoft improves API

Microsoft is also expanding the Bing application programming interface for developers, which uses Microsoft’s Cognitive Services machine learning, narrowing searches to specific areas of the web.

A future update to Bing Search API promises to bring more relevant searches to fruition and support stronger auto-suggestions and spell checking.

Bing’s perseverance in the search engine arena, coupled with the new approach towards big business, means the API could become a very useful tool for developers. With Google as its main competition, a bit of variety may be precisely what brands have been searching for.

Have you favoured Bing over other engines? What are your thoughts about the new push toward business? Give us your thoughts in the comments below.

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