Samsung has reportedly caused concern among Google executives by revealing that it is considering making Bing the default search engine on its devices.

The move would be a significant blow to Google, whose contract with Samsung is believed to be worth around $3 billion annually.

However, the reason behind Samsung’s consideration may be Microsoft’s AI capabilities, which have been bolstered by a new iteration of the Bing search engine powered by generative AI technology similar to that used in OpenAI’s ChatGPT.

The addition of AI features helped Bing to surpass 100 million daily active users, and Google is reportedly working on AI-powered search engine upgrades of its own, codenamed Magi.

Despite the threat of losing Samsung’s business, it remains to be seen whether the Korean company will ultimately stick with Google or use the possibility of switching to Bing as a bargaining chip to negotiate a better deal.

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