Over the past year, Microsoft Bing has managed to slightly increase its share of the search market in the U.S., with even smaller gains on a global scale. Despite these incremental victories, Google continues to be the overwhelmingly dominant force in the search engine landscape.

This reality persists even in the face of Microsoft unveiling a revamped Bing, equipped with ChatGPT technology specifically optimized for search purposes, a year ago. This innovation spurred expectations that Bing could emerge as a formidable competitor to Google. However, the anticipated shift in the search engine market has not materialized, and the landscape remains largely unchanged.

In response to Bing's advancements, Google introduced its own innovations. The tech giant rolled out the Search Generative Experience (SGE), currently in an experimental phase within Google Labs, aimed at enhancing search capabilities. Additionally, in December, Google debuted its Gemini model, integrated into Bard and SGE, with plans to incorporate it into Google Search in the near future. 

These moves indicate Google's commitment to maintaining its market dominance by continuously evolving its search technologies, despite the competitive pressure from Microsoft Bing.