Microsoft’s appears to be focusing its artificial intelligence efforts more on its AI companion Copilot than its revamped Bing search engine — and the tech giant’s latest Super Bowl ad may be a sign of the company’s changing priorities.
On Wednesday, Microsoft revealed its Super Bowl ad for Copilot’s standalone smartphone app that can answer user queries akin to OpenAI’s ChatGPT. The one-minute promo video shows different people using Copilot to generate storyboard images for a script, write code for a 3-D game, and create a quiz on organic chemistry.
Viewers who have followed Microsoft’s AI initiatives may wonder about Bing Chat, the AI-powered search engine launched months before Copilot.
In an interview with The Verge, Microsoft’s executive vice president and consumer chief marketing officer, Yusuf Mehdi, stated that the company focused on a single brand, Copilot, and rebranded Bing Chat. “So we have one brand, one experience.”
The shift from Bing chat to Copilot may be due to a lack of user interest in the AI-powered search engine, which some industry leaders viewed as a threat to Google search.
From February 2023 to January 2024, Google held over 91% of the global search market, according to Statcounter data. Bing, which added AI capabilities to its search engine in February, held only about 3% of the search market during that time period.
Even while Google continues to dominate online search, the Microsoft executive does not regard the new Bing as a complete failure. “We’ve seen [Bing] share grow,” says Mehdi.
Mehdi noted that, while Bing hasn’t “completely reshaped the search landscape,” the debut was still significant for Microsoft.
“Even a few points of share growth is significant for Microsoft and for customers to bring more competition,” he said.
Microsoft did not immediately react to Business Insider’s request for comment prior to publishing.
Microsoft’s transition from Bing to Copilot comes as the tech company works to integrate Copilot throughout its product lines.
The AI chatbot was initially integrated into Microsoft Office apps, including PowerPoint, Word, and Excel, to enhance productivity.
Later, Microsoft released a software update for Windows 10 and Windows 11 devices, enabling quick access to Copilot simply holding down the Windows and C keys simultaneously.
Microsoft plans to introduce a new Copilot button to Windows 11 PC keyboards, starting in late February.