由Open AI ChatGPT所掀起的生成式人工智能（Generative AI）热潮的主战场，不是搜索引擎业务，而是云端运算（Cloud Computing）和其周边硬体设施，还有晶片/芯片（chip）和半导体。
不论是微软的必应（Bing），还是Alphabet的谷歌搜索（Google Search）引入工智能聊天机器人来增强搜索引擎的互动性和趣味性，都是极其烧钱的投资。
微软和谷歌之所以不惜砸大钱随Open AI的ChatGPT起舞，赶时髦推出大型语言模型聊天机器人，目的在于引发用户、商家，还有投资者对生成式人工智能大幅度提高人类日常生产力的憧憬和想象，进而付费使用科技巨擘的云端设施（Cloud Infrastructure）来开发自身的大型语言模型（Large Language Models），或购买由科技巨擘所开发的预训练大型语言模型聊天机器人、软件和服务（pretrained Large Language Model based chatbot, softwares and services）来提高个人与企业的竞争力。换言之，云服务供应商（Cloud Provider）利用ChatGPT AI风潮来行销产品，有望带来Infrastructure as a Service，以及新晋AI as a Service业务的营收增长。
有论者指出，引入大型语言模型（Large Language Models）技术来支援网络搜寻（Web Search）对于微软和谷歌来说，其实是吃力不讨好的红海。两者的长远打算或是通过生成式人工智能（Generative AI）来吸纳亚马逊云端运算（Amazon AWS Cloud Computing）服务的用户，从而保持企业的总体获利，并利用各种由预训练人工智能模型（pretrained AI models）加持的生产力工具软件（work productivity suites）周边产品，来绑定企业用户，使他们的日常业务和后勤营运再也离不开自身的云端服务平台（Cloud Computing Platform）。
The Generative AI boom sparked by OpenAI's ChatGPT is primarily taking place in the realm of cloud computing, peripheral hardware infrastructures, as well as chips and semiconductors, rather than in the Search Engine industry.
However, incorporating AI chatbots to improve user experience, as what Microsoft's Bing and Alphabet's Google Search have done, can be extremely expensive.
Microsoft and Google's motivation to jump on the Large Language Model bandwagon and compete to unveil new LLM-powered products and services is to create marketing narratives that persuade individual users, corporations, and investors that Generative AI can significantly improve daily productivity. This, in turn, is expected to encourage them to subscribe to tech giants' cloud infrastructure to develop their own Large Language Models, or to purchase pretrained Large Language Models-based chatbots, software, and services to enhance personal and corporate competitiveness. In other words, cloud service providers are leveraging the ChatGPT AI trend to market their products, and they are likely to benefit from revenue growth in Infrastructure as a Service and newly launched AI as a Service businesses.
Some have argued that introducing Large Language Model technology to support Web search is an uphill battle for Microsoft and Google. Their long-term plan may be to use Generative AI to lure customers away from Amazon AWS cloud services in order to maintain overall profitability. Additionally, Microsoft and Google may seek to create platform stickiness for corporate users by using various productivity tool suites powered by pretrained AI models, making their cloud services platform an indispensable part of corporate users' daily business operations.
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