Bing now uses artificial intelligence to generate titles for some of its search results snippets. Bing is currently using GPT-4 to make "search results more relevant and informative, helping users find the sites they are looking for faster."
If the search results contain AI-generated content, users may see some results marked with "AI-GeneratedCaption" (artificial intelligence-generated title). Below is a screenshot:
How does it work? Bing says it uses GPT-4 to generate these AI-generated headlines by analyzing users' search queries and then "extracting the most relevant insights from web pages and cleverly transforming them into highly relevant and easy-to-digest snippets."
"Generated titles are tailored to each unique search query and may generate different snippets for different queries." Bing added: "The generated titles may not exactly match the wording on the page, but Bing employs a number of signals and techniques to ensure the quality and accuracy of the generated text."
Users can choose to block AI-generated headlines by using the NOCACHE or NOARCHIVE tags. Bing Search also respects the MAXSNIPPET and NOSNIPPET meta tags; see Bing's documentation on meta tags for more information:
https://www.bing.com/webmasters/help/which-robots-metatags-does-bing-support-5198d240
For website owners, you may want to check some of the more important keywords to see if Bing is changing the description in some way, thereby reducing or increasing the click-through rate for search users.
It would be interesting to look at the click-through rate data in the Bing Webmaster Tools Performance Report to determine if the site is being affected in any way by these AI-generated titles.