Bing pushes Microsoft Copilot over ChatGPT, Gemini

Microsoft’s search engine Bing appears to be actively discouraging users from accessing rival AI tools like ChatGPT and Gemini, according to analysis by Windows Latest. Observers note that Bing now displays a large interactive Copilot widget when users search for these AI platforms, potentially influencing search behavior and raising questions about antitrust compliance.

In tests, Windows Latest observed that the Copilot widget is about five times larger than a traditional link or ad on the Bing search page.

“I searched for ‘ChatGPT’ on Bing because I’d like to go to OpenAI’s website. That’s the whole point of a search engine. Send me to the place I’d like to go on the internet,” the report states. “But instead of listing ChatGPT, Bing displays a large Microsoft-promoted Copilot box at the top of the page in a clear violation of antitrust laws.”

The widget includes actions such as “Create an image,” “Improve writing,” “Write a first draft,” and “Draft an email,” which directly open Microsoft Copilot.

Now, the interesting part is that people search for ChatGPT, so they can create an image or draft emails. Microsoft is specifically highlighting these capabilities of Copilot, so users don’t jump to the second link, which opens ChatGPT.

This is not the first time Bing has steered users away from competing AI services. In June 2025, Windows Latest first spotted a similar ad targeting rival AI assistants. The current iteration, however, is reportedly far more aggressive.

Bing’s promotional nudges extend beyond AI. The report highlights how searches for Google prompt a spoofed Google search bar designed to keep users within Microsoft’s ecosystem: “It’s all part of Microsoft’s efforts to steer people toward Bing, and it’s actually a smart tactic because new users don’t realise they are using Google as long as they find answers.”

Windows Latest also points out that similar tactics are used for browser competition. When users search for Chrome on Bing, an integrated comparison scoreboard promotes Microsoft Edge as the winner in all categories, including “AI personalizations” and built-in VPN, which is actually a Cloudflare-based proxy rather than a full VPN.

Despite legal and competitive concerns, the report concludes, “Regardless, these Bing nudges might look dumb, but they do convert customers. What about you? Do you use Bing, Copilot, and Edge? Let me know in the comments below.”

Bing currently holds around 12% of the U.S. search market. 

By Sabina Mammadli