Google is reportedly working on a new project codenamed “Magi” that aims to revamp its search engine using artificial intelligence (AI). The move comes in response to the threat posed by rival search engine Bing’s chatbot, which is powered by OpenAI’s GPT-4 technology. While Google is still the undisputed leader in search volume, Bing’s AI chatbot has forced the search giant to adapt and evolve quickly.

According to a report by The New York Times, “Magi” will add AI-powered features to Google’s web search, providing users with more personalized search results that anticipate their requirements even before they type them in. The search giant is said to be testing and tweaking the latest technology in “sprint rooms,” where designers, engineers, and executives collaborate on the project.

Google’s new AI-powered search is expected to be a game-changer, offering a more intuitive and streamlined user experience that takes advantage of the latest in AI technology. The company is also reportedly working on a brand-new search engine that will feature even more embedded AI features.

Google spokesperson Lara Levin confirmed that the company is excited about bringing new AI-powered features to search and will share more details soon. However, not every brainstorm or product idea leads to a launch, so it remains to be seen if and when “Magi” will be rolled out to the public.

The need for an AI-powered search engine has become increasingly urgent for Google after OpenAI’s ChatGPT was released to the public in November 2022. The chatbot has been making waves in the industry and has raised questions about whether it could eventually replace traditional search engines like Google. The threat posed by ChatGPT was compounded by reports that Samsung is considering replacing Google with Bing as the default search engine on its mobile devices. This move could result in a direct revenue hit of $3 billion for Google, with even more revenue losses if Apple decides to move away from Google as well.

Google’s response to the threat posed by Bing and ChatGPT is expected to be swift and effective. With the development of “Magi,” the company hopes to maintain its position as the leading search engine in the market while delivering a more intuitive and personalized search experience for its users.

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