It’s no secret that many tech companies prioritize their products when users search for something similar. Microsoft is a prime example—if you try looking for another browser while using Edge, you’ll likely see Microsoft’s recommendations at the top.
But that’s not all. According to Windows Central, Microsoft is also pushing its AI assistant, Copilot, through Bing search results. As we’ve seen before, this tactic isn’t new, but it’s an effective way to increase visibility. Let’s dive into the details.
Bing promotes CoPilot when looking for tools from AI
Microsoft has again turned to one of its oldest tactics to boost visibility for Copilot, its AI assistant. Something interesting happens on Bing when users search for other AI assistants—such as X’s Grok, Google Gemini, or OpenAI’s ChatGPT.
At the top of the search results, a prominent banner appears, promoting Copilot. This move attempts to steer users toward Microsoft’s AI tool instead of its competitors.
It’s no surprise that Microsoft is leveraging Bing to push Copilot—this strategy isn’t new. However, Neowin first spotted this particular instance, calling it a misleading tactic.
Microsoft has used similar approaches, such as tweaking Bing’s visual interface to resemble Google’s search engine, which will likely make users stick with their platform rather than switch to more popular alternatives.
This latest strategy places Copilot’s name at the top of search results and includes a text bar where users can instantly interact with the AI assistant. By making it easily accessible, Microsoft aims to reduce the chances of users exploring competing options.
Some may find this approach intrusive or even desperate, which has sparked criticism. Many users feel it’s misleading and unnecessary. The backlash has been particularly strong on social media, where people express frustration over what they see as manipulative marketing—comparable to intrusive ads pushing products they are not interested in.
While Microsoft is no stranger to such tactics, it’s clear that not everyone is on board with this approach.
