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Bing’s new ‘personalized cards’ on the bottom of the Bing home page.

They’re not calling it “Bing Now,” but a new service just announced by Microsoft will feel very familiar to some Google users.

“Starting today, we are unveiling a set of personalized cards on the Bing homepage that will help you keep track of things that matter to you. Set up your interests in Bing settings and you will start seeing personalized news, weather, flights, and stocks with more to come – all as part of the search experience,” the company says in a blog post.

The post explains, “As long as you’re signed in, Bing will remember your interests and notify you, as appropriate, across a range of Bing-powered Microsoft services, such as Cortana and the Bing Sports app, for example.”


Cortana is the personal assistant being rolled out with Windows Phone 8.1, as Microsoft tries to catch up to Google Now and Apple’s Siri in the the realm of intelligent digital assistants. This is part of Microsoft’s broader move to connect its services across a variety of devices and platforms, a push being led by new CEO Satya Nadella.

Bing users can set their interests here for the new personalized cards.

According to the latest numbers from comScore, Microsoft has 18.6 percent of the U.S. search market, or 28.7 percent when combined with Yahoo, for which the Redmond company provides the underlying search and advertising technology. Google’s U.S. market share is 67.5 percent, according to the research firm.

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