Microsoft Shifts Gears: Bing Chat Rebranded as Copilot in AI Push
In a strategic move, Microsoft has opted to rebrand its AI chatbot, shifting from Bing Chat to Copilot in a bid to better compete with the likes of ChatGPT. This change comes less than a year after Microsoft’s significant AI push within its Bing search engine, where it embedded a ChatGPT-like interface directly into search results.
The decision to transition from Bing Chat to Copilot aligns with Microsoft’s intensified focus on the AI assistant market, with an eye on ChatGPT, as revealed by OpenAI’s recent announcement of 100 million weekly users for its chatbot.
Colette Stallbaumer, General Manager of Microsoft 365, clarifies, “Bing Chat and Bing Chat Enterprise will now simply become Copilot.” This rebranding follows Microsoft’s earlier selection of Copilot as the branding for its chatbot within Windows 11.
Microsoft positions Copilot as the free version of its AI chatbot, reserving Copilot for Microsoft 365 as the paid option. Users can access the free Copilot in Bing and Windows, now with its dedicated domain at copilot.microsoft.com, drawing parallels to the structure of ChatGPT.
Notably, business users will sign into Copilot with an Entra ID, while consumers require a Microsoft Account for free Copilot service. Currently, Microsoft Copilot is officially supported only in Microsoft Edge or Chrome on Windows or macOS.
Despite the shift away from Bing, Microsoft asserts that Bing remains a vital part of Copilot, with Caitlin Roulston, Director of Communications at Microsoft, emphasizing that Bing continues to be a prominent brand and technology powering many Copilot experiences.
This rebranding marks Copilot’s evolution into a more standalone experience, distinct from Bing, signaling Microsoft’s commitment to staying competitive in the evolving landscape of AI-powered virtual assistants. As Microsoft navigates these shifts, the move away from Bing suggests a strategic pivot in its AI search efforts, questioning the success of AI integration into search results compared to market leader Google.
While Microsoft CEO Satya Nadella previously aimed to make Google “dance” with its AI push, Google maintains over 91 percent market share according to StatCounter, indicating the ongoing challenges Microsoft faces in disrupting the dominance of its tech giant competitor. The evolution of Copilot reflects the dynamic nature of the tech industry, where adaptability and innovation are paramount in the race for AI supremacy.
