As far as investor buzz is concerned, Microsoft has a lot of positive sentiment compared to Google.
Perhaps ironically it’s because Google’s search tailors it’s results to show me those results that paint MSFT in a positive light.
I can also see Generative AI providing some real amazing features with near OS level integration. Imagine being able to quickly draft business emails from your mobile device?
I don’t think Apple will have anything that amazing anytime soon so us iOS users will be stuck with using 3rd party apps, but I could see Samsung trying to distinguish their handsets with additional software capabilities not found in Android.
Google makes a shit ton of money from Search, Microsoft doesn't.
If Bing had more users the Microsoft would make more money from it, and vice verse for Google. Their respective sizes are a reason for Microsoft to grow Bing, not a reason to turn Samsung away.
Microsoft are investing $10b in OpenAI partly to make Bing better. That is not a sign they're happy with Bing's market share. They're coming for Google, albeit with an oblique strategy rather than competing directly.
how much can they afford to throw into this pit before investors start being worried
A lot, for a really long time. Microsoft have plenty of money and a history of playing a long game successfully. Have a look at Xbox if you want an example of Microsoft spending a lot of money for a very long time and coming out ahead in the end.
The whole Bing AI stuff is already a huge money sink for them, how much can they afford to throw into this pit before investors start being worried?