With AI changing the way we search online, both Google and Microsoft have put AI into their search engines: Google Search Generative Experience (SGE) and Bing Copilot. Both want to give users fast answers, but in different ways. In this deep dive, we’ll compare Google SGE vs Bing Copilot across features, accuracy, and overall performance.
What is Google SGE?
Google’s Search Generative Experience (SGE) is an experimental AI-powered addition to the traditional Google Search. Launched in 2023, SGE takes the results from the web and generates conversational, context-aware summaries for queries, so you don’t have to click through multiple websites to get the information. SGE wants to make search intuitive, fast and user-friendly by:
- Giving you AI-generated summaries at the top of the search results.
- Synthesizing information from multiple high-authority sources.
- Allowing conversational searches with follow-up questions.
- Continuously improves its accuracy through user feedback and machine learning.
SGE is opt-in and experimental, available in over 120 countries via the Labs icon in Google Chrome, and is rolling out additional features gradually.
What is Bing Copilot?
Bing Copilot is Microsoft's generative AI-powered chatbot assistant, deeply integrated into Bing search, Microsoft 365 apps, Windows, and Edge. Based on OpenAI's GPT-4 model, Copilot delivers detailed, conversational answers with cited sources and is accessible both on the web and via desktop applications. Key strengths of Bing Copilot include:
- Context-rich, chat-driven interaction with follow-up questions.
- Summarizations and content creation (text, code, images).
- Deep integration with the Microsoft 365 productivity suite.
- Freemium model, with additional features for Pro users.
Copilot provides an interface reminiscent of ChatGPT but tailored for web search, productivity, and research.
Features Comparison
| Feature | Google SGE | Bing Copilot |
|---|---|---|
| AI Model | Google-proprietary LLMs (BERT, MUM, Gemini) | OpenAI GPT-4, Microsoft Prometheus |
| Primary Focus | Summarizing search results, overviews, and shopping-related queries | Interactive conversational search, content creation, and productivity tools |
| Integration | Google Search, Chrome, shopping features, YouTube, Gmail (select features) | Bing Search, Microsoft 365, Windows, Edge browser, mobile app |
| Conversational Capabilities | Yes, follow-up questions within the search | Yes, full chat interface for ongoing dialogue |
| Summarization | Quick topical overviews and key takeaways | Context-rich paragraph summaries with source citations |
| Content Generation | Basic instructions and overviews | Text, images, code, and more |
| Citations | Visible, sourced summaries | Cited sources, with the ability to expand and verify |
| Personalization | Search result personalization, some recommendations | Deep personalization via Microsoft 365 data and system knowledge |
| Accessibility | Must opt-in, web only, limited rollout | Web, Windows, mobile apps, standard in Bing/Edge |
| Multimodal Support | Images, shopping, video summaries (growing) | Text, images, voice, some third-party chat integrations |
Distinctive SGE Features
- Integrated shopping graph: Ideal for product comparisons, reviews, and live shopping advice—connected with Google Shopping.
- AI Overviews: Provides context and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) prioritization, valued for SEO and reliable citing.
- Task instructions: Generate how-to guides and process explanations drawn from authoritative web sources.
Distinctive Bing Copilot Features
- Productivity suite integration: Can synthesize content from your emails, documents, and meetings (with Microsoft 365).
- Flexible content creation: Can create written, visual (via Microsoft Designer), and code assets directly in chat.
- Advanced chat modes: Switch between creative, balanced, and precise conversation styles.
Accuracy and Performance
Google SGE
- Strengths: SGE excels at synthesizing broad, multi-source topics, commercial search results, and personalized recommendations. Its focus on high-authority sites and E-E-A-T ensures credible overviews.
- Weaknesses: Since SGE is opt-in and experimental, it doesn't cover every query. For niche or data-intensive queries, results may be less comprehensive than Copilot's. Some users note that SGE may sometimes miss granular details or present summaries that lack specific data.
- Performance: SGE's speed matches Google's traditional Search, but it only appears for queries where AI context adds value.
Bing Copilot
- Strengths: Bing Copilot, powered by GPT-4, delivers nuanced conversational answers, excels at creative ideation, coding help, and brainstorming. Citations are more prominent, and the interface is optimized for follow-up discussion.
- Weaknesses: For highly localized, commerce-focused, or “live results” searches (e.g., shopping, events, price tracking), Copilot falls behind SGE, lacking direct integration with detailed shopping feeds or YouTube data. Some users report that Copilot occasionally lags in providing the latest news or ultrarecent web info.
- Performance: Copilot works out of the box for most users, with desktop and mobile integration. Its extensive research capabilities can make it slower for some queries, as answers are more elaborate.
Direct Accuracy Comparison
Several user benchmarks and studies show Bing Copilot tends to outperform Google SGE and Google Gemini in certain creative, coding, and in-depth research queries. For example, Copilot, backed by GPT-4, often provides correct and well-explained answers even for complex programming questions, while Google's SGE (and Gemini) sometimes returns less accurate or overcomplicated results. However, in rapidly updated domains or commercial product searches, SGE's connectedness to Google's Shopping Graph and ecosystem gives it an edge.
Use Cases: When to Use Each
- Best for Product Research and Shopping: Google SGE, thanks to its integration with Google’s shopping tools, excels at commerce queries and buying advice.
- Best for In-Depth and Creative Chat: Bing Copilot, powered by GPT-4, is ideal for brainstorming content, technical queries, writing code, and generating images.
- Best for Productivity: Copilot’s integration with Microsoft 365 apps (Word, Excel, Outlook, Teams) enables AI to summarize meetings, draft emails, and process enterprise data.
User Experience and Accessibility
- Google SGE is opt-in (Lab feature), available to eligible users via Chrome, with limited rollout. It provides answers directly in the search results for supported queries.
- Bing Copilot is standard across Bing, Edge, and Windows (including a Copilot key on some keyboards), with deep mobile and desktop integration. It also includes a dedicated web and mobile chat experience.
Limitations
- Google SGE: Not available everywhere, not suitable for “live” queries or those that require ongoing, conversational dialogue; some features are experimental and may not work for very specific or emerging topics.
- Bing Copilot: Good for in-depth answers, but can lag in fast-moving markets, lacks live shopping and media integrations, and full productivity features require a Microsoft 365 subscription.
Conclusion: Which One to Use?
- For comprehensive, context-aware answers that put real-time recommendations and shopping results first, Google SGE is the winner.
- For conversational query resolution, coding, creative writing, and productivity tools, Bing Copilot is the way to go.
Ultimately, it’s up to you and your workflow. If you need quick summaries, product insights and search enhancements, go with SGE. If you prefer ongoing chat, AI-powered content creation, and integration with productivity software, go with Bing Copilot. As both companies continue to innovate, the gap between Google SGE vs Bing Copilot will keep shrinking and evolving, and the landscape of AI-powered search will keep changing.
