Microsoft's deal with Facebook to use personal information from the social network to inform results on its "decision engine" Bing will not ultimately improve the user experience, according to one expert.
Announcing the pact last week, Satya Nadella, senior vice-president of Microsoft's online services division, said the move will make search "more social and more personalised".
However, John Dvorak of PCmag.com said that while Microsoft claims analysing the personal information of Facebook's 500 million users will improve results, "nothing could be further from the truth".
He added the proposition "doesn't make any sense" because Facebook information will often bear no relation to queries about, for example, events in a particular city or the birth date of Thomas Jefferson.
In reality, Mr Dvorak claimed, the new system is aimed at convincing users of search engine marketing that their messages will be targeted more effectively, although he predicted it will "deteriorate" into serving ads based on a person's Facebook favourites.
"These companies need to realise that search is about three things: results, results and results," he commented.
According to comScore, Microsoft sites accounted for 11.2 per cent of the US search market in September, putting it third behind Yahoo! and Google.
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