Google, a leader in the development of large language models (LLMs), has yet to fully integrate this technology into its search engine. However, the recent release of ChatGPT by the Microsoft-backed startup OpenAI has sparked a race to integrate conversational AI technology into consumer products. Microsoft CEO Satya Nadella has taken direct aim at Google's dominant search engine, stating that "a new race is starting with a completely new platform technology."

In February, Microsoft incorporated the technology behind ChatGPT into its search engine Bing, allowing users to engage in extended conversations with the product. Microsoft expects to generate $2 billion in revenue for every percentage point it gains in the search market, which is currently dominated by Google with over a 90% share.

Google has begun testing new AI features in Gmail and other work-related products, but Microsoft has moved to offer AI beyond Bing for use in some of its business software tools. The stakes in the AI race in search are particularly high for Google, as search ads remain the biggest moneymaker, bringing in $162 billion of revenue last year. As such, the integration of conversational AI technology into Google search could be a game-changer for the industry.