Microsoft rebrands ChatGPT-driven chatbot as Copilot, integrating AI into Bing's search engine

Microsoft has rebranded Bing Chat to Copilot in a strategic move to compete with ChatGPT, aligning with its broader AI ambitions launched earlier this year. Less than a year after integrating a ChatGPT-like interface into Bing's search engine, Microsoft has dropped the Bing Chat branding, opting for the more dynamic name, Copilot. This shift in nomenclature signals a direct challenge to ChatGPT, especially following OpenAI's revelation that 100 million users engage with ChatGPT weekly.

Initially positioning itself against Google in the AI domain, Microsoft has pivoted towards ChatGPT, demonstrating the competitive landscape in the race for AI dominance. The Bing Chat rebranding aligns with Microsoft's goal to position Copilot as the preferred choice for consumers and businesses, intensifying the rivalry with OpenAI.

Colette Stallbaumer, the General Manager of Microsoft 365, announced the official renaming, emphasizing that both Bing Chat and Bing Chat Enterprise will now simply be known as Copilot. This rebranding decision comes on the heels of Microsoft's selection of Copilot as the branding for its chatbot within Windows 11. The evolution from Bing Chat to Copilot reflects Microsoft's commitment to keeping pace with the dynamic AI landscape.

Microsoft has strategically positioned Copilot as a dual offering, with a free version and a paid option known as Copilot for Microsoft 365 (formerly Microsoft 365 Copilot). The free Copilot service will remain accessible in Bing and Windows but will now have its dedicated domain at copilot.microsoft.com, mirroring the structure of ChatGPT.

For user access, business users will log into Copilot with an Entra ID, while consumers will require a Microsoft Account for the free Copilot service. Notably, Microsoft Copilot is officially supported in Microsoft Edge or Chrome on Windows or macOS.

In its earlier announcement of Bing Chat, Microsoft characterized it as an "AI-powered copilot for the web." The transition to the Copilot branding extends beyond Bing, evolving into a standalone experience. While Bing remains integral to many Copilot functionalities, this move signifies a departure from Microsoft's initial focus on embedding AI efforts within its search engine, aiming to challenge Google's dominance.

Microsoft's commitment to Bing's relevance remains apparent, with Caitlin Roulston, Director of Communications at Microsoft, affirming that Bing continues to be a significant brand and technology powering various Copilot experiences. Despite the rebranding, Microsoft acknowledges Bing's continued leadership in the search industry.