Google has not confirmed the reports (originally in the New York Post) that the entrepeneur is leading a team of engineers whose task it is to investigate how Bing's search algorithm differs from Google's successful formula.
But inside sources at Google have said that scrutinising Bing is a top priority for the Google co-founder to the extent that some publications are reporting a feeling of fear at the search giant.
While these reports may be wide of the mark, with Bing, Google is facing one of the biggest challenges to its throne in its 10 year history.
While previous attempts by Microsoft to create a credible competitor to Google have largely failed, Bing is being backed like no previous incarnation of a Microsoft search engine.
Rival search engines launch almost every month but, with a $100m marketing budget, the launch of Bing represents the biggest effort yet to eat away at the search giant's market share.
Early usability tests show that Bing's sponsored listings are read more than Google's, suggesting that .
While a , Microsoft's plan to promote Bing in the UK will not be rolled out until towards the end of 2009, when the results will be tailored for a UK audience.
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