The Surprising Ascendence of Microsoft Bing
Generative AI gave a major boost to a creaky old search engine, and bloggers are cashing in
Most people who use Microsoft Bing do so by mistake.
Bing is the default search engine on all new Windows PCs. About 92% of users — generally, those with any level of tech sophistication — immediately switch their default browser to Google Chrome upon buying a new PC.
However, some people forget or simply don’t know how to make the shift. Often without knowing, they end up using Microsoft’s Edge browser, where Bing is the dusty old default.
That has meant a tiny — but reliable — trickle of traffic to Bing. The search engine has held a minuscule 2% of the overall search market share for decades, compared to Google’s 93%.
Until now.
In the last three months, Bing has roughly doubled its traffic. And it’s still growing.
Generative AI is likely behind Bing’s surprising ascent. The change has massive implications for bloggers, content creators, and anyone seeking information online.
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