I have a soft spot for Bing, Microsoft’s search engine. While its effectiveness is questionable, it makes efforts to stay relevant, akin to a trusty companion that won’t give up, even in the face of fierce competition.

Recently, it seems Bing is prioritizing its Copilot feature, Microsoft’s AI support tool, through subtle yet pointed marketing efforts. Reports suggest that Bing now urges users to engage Copilot by presenting a message stating, “Your Copilot is here” whenever related searches are conducted.

For example, a search for ChatGPT reveals a prompt about Copilot. This initiative highlights a complex relationship between Bing and other AI rivalries; notably, when searching for competitors like Claude or Gemini, users are also greeted with Copilot suggestions, while searches for DALL-E and other AI tools link directly to their official pages.

This behavior raises questions about Bing’s strategy: if Copilot is indeed a key feature, why isn’t it a constant, integral part of the search experience? Such discrepancies imply a reluctance from Microsoft to fully rely on Copilot to lead search results. A broader inclusion could clearly highlight its capabilities, especially given its integration options across different browsing platforms.

Ultimately, Bing’s tentative promotion of Copilot seems at odds with Microsoft’s overall approach to embedding AI across its product suite, suggesting a hesitant embrace of its own powerful tools.