One of Google's core business goals is to maintain the continued dominance of its search engine. However, the popularity of OpenAI's ChatGPT in 2022 and its adoption by competitor Microsoft as a chatbot feature for the Bing search engine and Windows 11 turned critical attention to Google AI's language model projects. ChatGPT is a generative AI technology that uses NLP to converse with users and generate original content and answers to search queries. While Google doesn't have a generative AI system as part of its search engine, it is developing language model applications to rival ChatGPT.

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