Microsoft announced a new Bing search featured on Wednesday.
Bing is introducing an adaptive search feature for end users to further enhance the search experience. Adaptive Search will allow Bing to learn user patterns and provide a new set of search results per user based on your previous searches. The search results work by surfacing information on what Bing thinks an end user is searching for. If a user searches for Australia then they’ll like receive results about the country and travel related content. However, if the user regularly searches for movies then Bing is more likely to provide search results for the movie Australia rather than the country.
“The differences are generally quite subtle,” says Bing Search worker Aidan Crook, in a blog post on Wednesday. “The more confidence we have about what your intent is, the more personalized the results will become,” he adds. The feature is clearly part of Microsoft’s long term strategy with Bing that sees it take a more unique and careful approach to search than its competitors. Bing enabled a Facebook like feature in its search results earlier this year, providing personalized search results based on recommendations from Facebook friends. The feature crafts search results individually to each user.
Microsoft is also continuing to progress with Bing in other areas. The company recently renewed a search deal with Twitter to include Tweets in its search results. Google, Microsoft’s main search competition, were forced to disable a similar feature after failing to sign an agreement with Twitter earlier this year. Bing’s U.S. powered searches have also risen to 29% in August, a high figure that reflects the slow but steady progress.
Bing’s Adaptive Search functionality will be rolled out in the U.S. over the next few days. Users will be able to opt out of the service if they wish to do so.