Since OpenAI launched ChatGPT in November, Google has been on a code red as the advanced chatbot threatens to disrupt its domination of online search. A.I.-enhanced search could be a gamechanger, and Nadella is welcoming the challenge to compete as Microsoft prepares to roll out its own AI-enhanced search engine.

Todays announcement is all about rethinking the largest software category there is: Search, Nadella said in an interview with The Verge published this week, after he and OpenAI founder Sam Altman jointly announced a new A.I.-powered version of its search engine Bing on Tuesday.

Nadella has been happy to pile the pressure on the traditionally dominant Google this week, who may have more to proveand more to loseas the A.I. wars heat up.

At the end of the day, [Google is] the 800-pound gorilla in this, Nadella told The Verge. I hope that, with our innovation, they will definitely want to come out and show that they can dance. And I want people to know that we made them dance.

Nadella said the integration of A.I. heralds a new generation for the search market, and represents a platform shift where you get to reimagine pretty much everything.

The A.I.-powered version of Bing is not yet available to the public, although there is a waitlist for it while it is being rolled out to testers. But theres no doubt that the race to successfully release an A.I.-powered search engine to the public has begun, and Nadella hopes to give Microsoft another shot to compete with Google, which this week unveiled its own A.I.-enhanced search engine, Bard, which is powered by Googles LaMDA, a large language model similar to ChatGPT. 

Like Microsofts forthcoming A.I. search engine, Bard is currently available to testers and will be released to the public in the coming weeks.

The A.I. battleground

A.I. research used to be a slow and meticulous process for tech giants, but OpenAI changed everything with its wildly successful launch of ChatGPT just a few months ago. 

Google has been researching how to integrate A.I. with its products for years, as have Meta and Apple. But much of the work from tech titans has been focused on the ethics and safety of A.I., while OpenAIs model prioritized transparency and easy public access to products like ChatGPT, even if it means working out some of the kinks after a wide release. 

An outlier among Big Tech was Microsoft, which may have an edge on its competitors after first investing in OpenAI as far back as 2019. Microsoft has invested about $3 billion since then, and last month announced a new $10 billion deal that will effectively put it in control of the artificial intelligence startup until it becomes profitable and is able to pay back the original investment plus interest.

That may well put Microsoft in the drivers seat when it comes to A.I., and put Google in a difficult situation as its search dominance comes under threat, something Nadella seems to be fully aware of.

Its a new race, and its a new race in the most important software category, or the largest software category which is search, Nadella said in an interview with CBS published Wednesday, adding that Google is the company to beat for Microsoft and OpenAI.

Lets face it, Google dominates [search]. We are thrilled to be here launching Bing to compete, he said.

Ousting Google from its search engine hegemony would certainly be a tall order. The companys market share of the search engine industry currently stands at around 93%, according to analytics firm Statcounter, while Bing comes in at second place with slightly over 3%.

But as things stand, Microsoft could still be set for some important gains in the search engine space after Googles Bard failed to inspire much confidence this week when it made a factual error in a promotional video that wiped over $100 billion off the companys market cap. 

Googles shortcomings and Microsofts strong week with the press could see the latter company challenge the web search market by grabbing market share as users see increased benefits and a new user experience, Wedbush tech analyst Dan Ives wrote in a research note Wednesday.

Ives later called Bards mistake a black eye for Google in a Friday note, an error that puts Microsoft in the lead this week in the A.I. wars as investors expressed concern over Googles efforts in the race.

From a PR perspective, this was a mini disaster with the Street now worried about Googles AI efforts going forward and defending its bread and butter dominant search business, Ives wrote.

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Consumers are expected to spend big in the run-up to Feb. 14, and are even willing to take on credit card debt to make it happen, according to Lending Tree. The National Retail Federation is predicting Americans will spend $25.9 billion on the event this year, up from $23.9 billion in 2022making it one of the countrys highest Valentines spends on record.

If youre looking for some shopping inspiration this year, here are a few ways you can celebrate the holiday of love.

Give them goosebumps with a personalized cockroach

According to The Bronx Zoo, flowers come and gobut naming a Madagascan hissing cockroach after your partner is forever. A digital certificate announcing the newly-named bug will be sent to your Valentine for a gift to remember, and if that isnt enough, shoppers can upgrade to tote bags, tumblers, or even a virtual encounter with the roach.

These 15-minute online sessions give buyers and their better halves a chance to sit on-screen with a cockroach expert and be talked through how the creatures are cared for and what makes them unique and charming.

Hug a cow

Keeping with the theme of nature, why not take some inspiration from the Indian government and show some love for four-legged friends this year?

Feb. 14 has been declared Cow Hug Day in India, where people are being encouraged to set aside Western notions of the celebration and instead cuddle one of the countrys sacred animals. Cows are holy within the religion of Hinduism, with almost 80% of the country practicing the faith.

The Guardian reported that Indias government encouraged people to hug cows as it will bring emotional richness and increase our individual and collective happiness.

Send your ex a scorpion in the mail

Hard seltzer brand Topo Chico is offering shoppers a cheeky option if they want to get back at their former flames. The arachnid will arrive on the chosen recipients doorstep in a heart-shaped box, the brand proudly said, and can be ordered from Feb. 10 through Feb. 14.

But dont worrypast squeezes will be able to enjoy the gift as the pinched beasts are edible and ethically sourced, as reported by AdWeek. The scorpions will even be drizzled in Topo Chicos signature strawberry guava flavor for a sweet kick.

Last year, the brand ran a similar campaign, which saw people sending cacti to their exes.

Turn love letters into toilet paper

Still got cards and notes filled with sweet nothings hanging around from previous relationships? Its time to let them go down the drain for good. Recycled toilet paper business Who Gives A Cr*p is offering to turn your exs empty promises into something thats actually useful. Simply mail the team the heartfelt notes and theyll transform them into toilet tissue.

You can let everyone know its officially over by posting the correspondence to addresses in Australia, the U.S. and the United Kingdom.

Nothing says closure like knowing that someone, somewhere is putting those sweet nothings exactly where they belong, the company said.

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I propose that we as a city remove the name `boneless wings from our menus and from our hearts, said Ander Christensen, who managed to be both persuasive and tongue-in-cheek all at once. Weve been living a lie for far too long.

With the Super Bowl at hand, behold the cheerful untruth that has been perpetrated upon (and generally with the blessing of) the chicken-consuming citizens of the United States on menus across the land: a boneless wing that isnt a wing at all.

Odds are you already knew that though spot checks over the past year at a smattering of wing joints (see what we did there?) suggest that a healthy amount of Americans dont. But those little white-meat nuggets, tasty as they may be, offer a glimpse into how things are marketed, how people believe them and whether it matters to anyone but the chicken.

This weekend, according to the National Chicken Council, Americans are set to eat 1.45 billion chicken wings. So if you ever wanted a deep dive into what it means to eat the wings that arent and how the chicken wings proximity to beer, good times and football sent it soaring nows the time.

Todays food landscape is brimming with these gentle impostors things we eat that pass as other things we eat.

Surimi is a fish that effectively becomes crab or lobster meat for many of us and stars in California rolls across the land. Carrots are cut and buffed until their edges are curved and smooth, becoming  baby carrots  or, slightly more truthfully, baby-cut carrots. Impossible Burgers are plant-based delicacies that carry many of meats characteristics without ever having been near an animal. And Chilean sea bass? Not a bass at all, but a rebrand of something called a Patagonian toothfish.

Part of the reason for the rise of the boneless wing is money. In recent years, with prices of actual chicken wings rising, the alternative became more cost effective. The average price for prepared boneless wings is $4.99 a pound compared with $8.38 a pound for bone-in wings, according to Tom Super, senior vice president of communications for the National Chicken Council, citing the U.S. Department of Agriculture. He calls it a way to move more boneless/skinless breast meat that continues currently to be in ample supply.

While many wing consumers argue that the wing needs a bone to impart a special taste, the ongoing success of the boneless wings has proven there are plenty of boneless wing diners, Super said in an email.

Why? Part of it is because boneless wings the quotation marks will remain for the duration of our time together summon a powerful backstory.

Youre associating it with the Super Bowl and parties and fun, so you transform the perception of the product, says Christopher Kimball, founder of Christopher Kimballs Milk Street, a company whose magazine and instructional TV show help people cook and teach them about food.

Most people have no idea where any of this stuff comes from, Kimball says. You can blame the food companies, but were buying it.

We accept them embrace them, even. And what does it really matter, you say? Theyre delicious, theyre convenient. So why poke into things that pair so perfectly with beer and make the sports-watching world a better place?

Heres one possible reason: Could they be a microcosm of the national willingness to accept things that arent what they purport to be? And isnt that something that this country struggles with mightily, particularly in the misinformation- and disinformation-saturated years since the boneless wing entered our world?

Its not really wrong, but are we tricking people? wonders Matthew Read, who teaches advertising at Le Moyne College in Syracuse, New York, after two decades with ad agencies. He hosts a cooking show on local television called Spatchcock Funk.

The wing, he says, has gone from being an actual part of chicken to being just something you can sauce and eat with your hands.

Whether cut from actual flying-related appendages or not, boneless wings have taken hold. The chicken council, which credits the behemoth chain Buffalo Wild Wings with inventing them, asked wing eaters in 2018 which kind of wings they preferred, and 40% placed themselves on Team Boneless. Previous years were even higher.

Christensen, a chemical engineer by day, has been on his crusade for years. It began when he was in college, and a group of friends had all just split with their girlfriends. Suddenly they had extra money and time, so they started going to wing restaurants three times a week. He began noticing how many boneless wings were ordered with no sense that they werent what they purported to be. A semi-comedic cause was born.

Im looking around and saying, `Why doesnt anybody care? he said in an interview this week.

He has done informal surveys, accosting people about their wing habits, including at one recent college football game in Ohio. The vast majority of people have no clue. Most people think its part of the wing. Some think its part of the thigh. A small group realized that it was from the chicken breast.

His theory: Generations that grew up on chicken nuggets turn to boneless wings as a way of allowing themselves to continue those eating habits. They get to pretend theyre eating like adults, he says.

Could the very definition of the word wing be changing? Many wing places now offer a cauliflower wing alternative, whose only relationship with an actual wing is the sauce. And some vegan wing recipes even suggest inserting a popsicle stick into the cauliflower to approximate a chicken bone.

Our idea of what a wing is comes from what were told were eating, says Alexandra Plakias, who teaches at Hamilton College in New York and is the author of Thinking Through Food: A Philosophical Introduction.

These kinds of mini-deceptions that seem fun kind of normalize manipulation, Plakias says. Is a wing a part of a bird, or is a wing a style of sauce? And that ambiguity is where I think we open up room for deception.

And so perhaps the language evolves, though there are pockets of skeptics.

Personally, I do think it matters. I want to know exactly what it is that Im ordering and whats in my food, says Natalie Visconti, 20, of Bridgewater, New Jersey, a sophomore at Penn State University and a self-described traditional wing aficionado.

Christensen vows to carry on, and mentions almost in passing that hes gunning to become the worlds first chicken-wing lobbyist. His efforts have drawn some scorn; people right and left accuse him of carrying a coded message about something political. He insists its nothing more than culinary truth-seeking.

Genuinely, I really only care about boneless wings, he says. I have one small hill to die on. But its mine.

Historic flooding in Pakistan. Droughts across the American West. Russias invasion of Ukraine. The global food system and the supply chains that have long allowed us to move food from where it is grown to where it is needed have rarely been stretched so thin, or so far.

The consequences can be seen in the cost and availability of food in most parts of the world, including in the United States. Americans growing demand for fresh produce will only accelerate our reliance on an increasingly fragile food system.

However, the story of this decade doesnt have to be one of scarcity and strain. A different future is within reach: one of abundance, affordability, and sustainability. The U.S. has a historic opportunity to shorten supply chains, safeguard long-term food security, and decrease the environmental costs of agriculture. Innovation can make this possiblebut only if America invests in new farming technologies. Not only to feed ourselves but to reaffirm our role as the worlds greatest exporter of both food and innovation.

Unless youre in the industry, you might not know that agriculture is undergoing a quiet technological revolution. Drones, sensors, and satellite imaging systems help farms manage crops more effectively with more information and knowledge than ever before. Amid labor shortages, farmers are looking to robotics and automation to fill the gap. Artificial intelligence is now used to monitor soil, control pests, and improve overall yield. These and other advances are enabling the industry to rethink its most basic assumptions: how we grow, what we grow, and how we transport what we grow. 

For example, recent breakthroughs in artificial intelligence, computer vision, and sensor and control systems have allowed our company, Bowery, to grow fresh, local, pesticide-free in large-scale, smart indoor environments with crops stacked from floor to ceiling. This approach, powered by renewable energy, uses significantly less land and water. Its a sustainable model that works irrespective of changing climate conditions or severe weather events. 

Vertical farms can be built just about anywhere. But by putting them near the markets we serve, we can radically shorten the supply chaindecreasing disruptions and the environmental costs of long-haul shipping, and increasing the resilience of the food system overall. 

Many Americans have probably eaten vertically farmed products without realizing how differently theyre grown. But vertical farming is only part of the broader transformation that the world must undertake. With the global population projected to reach nearly 10 billion by 2050, and with the climate crisis worsening, we need to produce more food, more sustainably. This will require collective effortand collective investment. 

Much like crops on a farm, a business requires the right inputs to grow. Great ideas, upfront capital, and a commitment at the state and local levels enable businesses to thrive. But for a cutting-edge industry to flourish and have a national and even global impact, the federal government has a key role to play as an accelerator of innovation. 

Think of solar energy in the 1990s or electric vehicles in the early 2000s. The promise was evident. But these innovations could not have become the transformative, ubiquitous technologies they are today absent national investments in research and development, infrastructure, workforce training, and manufacturingand without appropriate tax incentives. 

Agriculture is poised to become the next great success story of sustainable innovationas foreign governments increasingly recognize. For example, the Netherlandsthe worlds second-largest agricultural exporterhas invested in new growing technology and cell-based meat production. Small, land-poor states like Singapore and the UAE, as well as massive countries such as Russia and China, are working to build food systems that can withstand the changing climate and reduce their reliance on tumultuous trade relationships. 

The U.S. must do the same. The global challenges of climate change and food insecurity will accelerate the development of new farming technologies everywhere humans live and eat. America has an opportunity to lead this revolution and to spread the benefits around the world. As a matter of foreign policy and economic policy, the new Congress must act.

In 2023, Congress will reauthorize the farm bill, as it does every five years. No legislation says more about the importance we assign agriculture. This time, the bill should help accelerate the technological advances underway, increasing domestic food production, and strengthening the supply chain. The farm bill should also prioritize workforce development, preparing the next generation to pursue careers in high-tech farming and positioning our research institutions, land-grant universities, and Historically Black Colleges and Universities as hubs of agricultural innovation.

Last year, to strengthen domestic manufacturing, a bipartisan majority in Congress doubled the research and development tax credit for qualified businesses and created an investment tax credit for the semiconductor industry. Congress must take the same approach to agriculture.

Recently, all 50 members of the National Association of State Departments of Agricultureboth Republicans and Democratsunanimously endorsed investment tax credits as one way to help scale indoor farming, given its high upfront capital expenditures. Such a policy should also apply to outdoor specialty crop growers, who face similar capital costs as they upgrade their approach with robotics and automation.

From the steel plow to the gas-powered tractor to new breeding technologies, American innovation has led to advances in agriculture that have benefited the entire world. 

Both our potential and the imperative to fulfill it have never been stronger. Congress must do more than improve the current systemit must invest in the future of food.

Irving Fain is the founder and CEO of Bowery.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

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