Samsung is considering using Microsoft’s Bing search engine to replace Google, which currently dominates the search engine market with over 90% market share. This is because Microsoft’s Bing has recently been integrated with an artificial intelligence chatbot called ChatGPT, making this bot smarter than ever, posing a potential threat to Google’s market position.

It’s a big deal, as Google’s contract with Samsung brings the company around $3 billion in annual revenue. If Samsung switches to Bing, Google could lose this significant amount of revenue. If Apple also switches to Bing as the default search engine on its devices, Google could lose up to $20 billion in annual revenue.

In response to this potential loss, Google is ramping up its own AI technology and plans to introduce a new AI-powered search engine that offers a more personalized experience than the current search engine. This is because the competition in the AI-powered search engine market is fierce and Google needs to be one step ahead.

While Google’s own chatbot Bard isn’t as well received as Microsoft’s ChatGPT, the company is committed to modernizing the way its search engine works. The search engine industry will be worth $162 billion in 2022, so it’s not hard to understand why Google is investing so much to stay ahead.

It remains to be seen whether Samsung ultimately decides to switch to Bing or stay with Google. Either way, the competition between these tech giants will continue to heat up as the race to build the best AI-powered search engine heats up.