Google has received some flack for their behind-the-scenes search personalization, utilizing predictive analysis to anticipate the results you’d be most interested in, before you see them.

But that hasn’t stopped Bing from launching Adaptive Search, Microsoft’s attempt at roughly the same thing. And their release of this new feature slightly downplays the release, viewing it “less as a ‘feature’ and more of what to expect from search”.

That’s how many people see it. An obvious step in the evolution of predictive search technology. Bing provides the example of an obvious film fanatic, based on prior searches, searching for ‘Australia’, you’re probably searching for the film, rather than the country. Now, these filters won’t trap users in a filter bubble, taking a huge assumption and radically altering your search results based on the prediction.

These are simple tweaks aimed at helping you find what you’re really looking for a little bit faster.