To compete, Google has to disrupt its own product, which happens to be one of the most lucrative flywheels in history. It has everything to lose while MS has ev

To compete, Google has to disrupt its own product, which happens to be one of the most lucrative flywheels in history. It has everything to lose while MS has everything to gain by augmenting Bing and indeed its other products. That’s what makes it such a challenge for Google, despite being one of the few companies who can actually pull it off at a technical level. Both companies will also face legal issues, reputation risk (see MS’s Tay bot), and challenges scaling this tech to billions of non-paying users. MS has been more willing to march forward, Google had to be dragged into it by the competition.