Skip to content

The un-Googling of search: A new wrangle for B2B marketers.



For B2B marketers, ads and search are just one part of the equation. The real deciding factor will come down to how well AI tech can support the entire funnel, top to bottom, including sales enablement. Joel Thomson, Strategy Director, Green Hat

In February, Microsoft made a bold statement, claiming that the new, AI tech-supported version of their search engine, would change how billions of people explore the internet.

If this is true, could that mean no more Googling? The end of Google Ads?

Although the new Microsoft Bing is in its early days, it does feel like the start of a radical change in search; one that could have a huge impact on the future of B2B marketing. So, what do you need to know?

In this Mi3 article, our Strategy Director, Joel Thomson talks about AI, the ‘un-Googling’ of search, and what B2B marketers can do to get their heads around these changes. Here are a few key takeaways:

  • Bing’s chat feature, which is applied to its search algorithm— this gives it access to live web data, making it much more powerful than ChatGPT-4
  • Microsoft Bing search aims to use AI to provide a custom answer for whatever users are looking for, within a page
  • B2B marketers need to understand how much this AI tech can support their entire funnel, which means adapting strategies to exploit new capabilities of AI-powered search.
  • The first line of thought for B2B marketers: How will this affect customer behaviour? How will they use this new kind of search? And how can we help them find what they’re looking for?

Read the full article on Mi3

Image credit: Produtora Midtrack


Tushar Warrier

Over the past 15 years, Tushar has worked with B2B and B2C brands across the Asia Pacific region, particularly in Singapore, India and Australia. He prioritises problem-solving and has worn many hats across his career – the latest being a Green one. At Green Hat, he works with our clients as Head of Marketing and Growth, as well as a part of the Account Service team.