Microsoft rebrands Bing Chat as Copilot

Microsoft Bing will still provide a combined search and chat experience. It will now just be called Copilot instead of Bing Chat.

Chat with SearchBot

Bing Chat has a new name as of today – Copilot. It now shares the same brand name as multiple other Microsoft AI products.

R.I.P. Bing Chat. Bing Chat, part of the new Bing that was powered by ChatGPT for search, launched Feb. 7. Bing Chat has handled more than 1 billion prompts and queries since it launched, Microsoft Bing said in a blog post.

Copilot + Search. Bing is no longer “your AI-powered copilot for the web.” However, Microsoft Bing will still provide a combined Search and chat experience. It will just be called CoPilot heading forward.

For people who may not want that combined experience, CoPilot will have its own standalone ChatGPT-style experience at

Why we care. Bing Chat launched with much hype but failed to steal any market share from Google. This is unfortunate because this allows Google to dictate the rules, direction and costs of search for the entire web.

What Microsoft is saying. Microsoft said the rebrand is to unify the Copilot experience:

  • “Our efforts to simplify the user experience and make Copilot more accessible to everyone starts with Bing, our leading experience for the web. Beginning today, Bing Chat and Bing Chat Enterprise are becoming Copilot, with commercial data protection enforced when any eligible user is signed in with Microsoft Entra ID.”

While it’s definitely a more unified experience, it also seems a bit confusing because Microsoft’s chatbot “companion” is used across multiple apps, including Microsoft 365, Edge, Windows and more – some free, some not.

Bing Chat Enterprise also rebranded. In addition to Bing Chat, Bing Chat Enterprise is also rebranded simply as Copilot. It offers the same chat functionality with greater commercial data protection for those signed in with a Microsoft Entra ID.

About the author

Danny Goodwin
Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo - SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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