Microsoft has opted for Copilot as its primary brand for its AI chatbot, concluding a period of promoting Bing Chat.
Earlier this year, Microsoft initiated a significant AI initiative within its Bing search engine by integrating a ChatGPT-like interface directly into search results. However, less than a year later, the company has decided to transition from the Bing Chat branding to Copilot. This rebranding applies to the chat interface utilized in Bing, Microsoft Edge, and Windows 11.
Initially highlighting Google as a competitor in the AI space, Microsoft now appears to be focusing on ChatGPT. The decision to rebrand Bing Chat to Copilot follows OpenAI’s revelation that 100 million users engage with ChatGPT weekly. Despite the substantial partnership between Microsoft and OpenAI, both entities vie for customers interested in AI assistants, with Microsoft positioning Copilot as the preferred choice for consumers and businesses.
Colette Stallbaumer, Microsoft 365’s general manager, clarified, “Bing Chat and Bing Chat Enterprise will now simply become Copilot.” This change in nomenclature occurred shortly after Microsoft selected Copilot as the branding for its chatbot in Windows 11. The shift from Bing Chat branding to Copilot is now complete.
Microsoft now presents Copilot as the no-cost version of its AI chatbot, with Copilot for Microsoft 365 serving as the premium alternative. While the free Copilot version remains accessible through Bing and Windows, it also has its dedicated domain at copilot.microsoft.com. Business users will utilize an Entra ID to access Copilot, while consumers will require a Microsoft Account. Presently, Microsoft Copilot is officially supported on Microsoft Edge or Chrome, as well as on Windows or macOS.
The transition to Copilot signifies a move towards a more independent experience, eliminating the necessity to visit Bing to utilize it. Bing, however, remains a vital component powering various Copilot functionalities. Caitlin Roulston, Microsoft’s communications director, affirmed that “Bing remains a prominent brand and technology powering many Copilot experiences while continuing to be a leader in the search industry.”
Microsoft’s decision to stick with the Bing brand during the Bing Chat launch was based on the brand’s perceived neutrality and existing equity. Despite this, Bing will no longer serve as the primary gateway to Microsoft’s AI initiatives with Copilot taking the lead. The success of Microsoft’s AI search endeavors remains uncertain, especially in light of Google’s dominant market share, which stands at over 91 percent according to StatCounter, even after nearly 10 months since the Bing Chat launch.
