Microsoft’s ‘unified’ approach to Bing is ‘very risky’

The Microsoft Corp. Bing search engine is “very risky” and it would “not be a smart idea”, according to a top executive.

Microsoft chief executive Satya Nadella said the company will take a “stronger stance” against using Bing for its own searches after it became the first company to pull it from Google Inc’s search engine.

Nadella told the Wall Street Journal on Tuesday that Bing’s removal from Google was a “major mistake” and that it had been “a long time coming”.

“We have to be smarter about how we deliver and monetise the search results we deliver,” Nadellasaid.

“That’s what I would say.

If we can’t be smarter than that, we’ll not be the right search engine.”

The company has been a vocal critic of Google for its use of artificial intelligence (AI) to personalise its results and limit competition.

The company last year pulled Bing from Google’s search results after it launched a new Bing-powered version of its search engine that includes suggestions for news and personalised ads.

It’s unclear what will happen to Bing after the US government ordered it to stop using the company’s search technology.

Google has a legal challenge in the US challenging the legality of its own Bing-based search engine, saying it is in violation of antitrust laws.