Microsoft Bing, commonly referred to as Bing, is a search engine owned and operated by Microsoft. The service traces its roots back to Microsoft’s earlier search engines, including MSN Search, Windows Live Search, and Live Search. Bing offers a broad spectrum of search services, encompassing web, video, image, and map search products, all developed using ASP.NET.

Microsoft made significant strides towards open-source technology in 2016, making the BitFunnel search engine indexing algorithm and various components of Bing open source. In February 2023, Microsoft launched Bing Chat (later renamed Microsoft Copilot), an artificial intelligence chatbot experience based on GPT-4, integrated directly into the search engine. This was well-received, with Bing reaching 100 million active users by the following month.

As of 2023,[needs update] Bing holds the position of the second-largest search engine worldwide, commanding a query volume of 12%, trailing Google‘s 79%. Other competitors include Baidu with 5% and Yahoo! Search, which is largely powered by Bing, with 2%.

Beginnings (2009)

Microsoft recognized that there would be a problem with branding as long as the word “Live” remained in the name.[6] As an effort to create a new identity for Microsoft’s search services, Live Search was officially replaced by Bing on June 3, 2009.[7]

The Bing name was chosen through focus groups, and Microsoft decided that the name was memorable, short, and easy to spell, and that it would function well as a URL around the world. The word would remind people of the sound made during “the moment of discovery and decision making”.[8] Microsoft was assisted by branding consultancy Interbrand in finding the new name.[9] The name also has strong similarity to the word bingo, which means that something sought has been found, as called out when winning the game Bingo. Microsoft advertising strategist David Webster proposed the name “Bang” for the same reasons the name Bing was ultimately chosen (easy to spell, one syllable, and easy to remember). He noted, “It’s there, it’s an exclamation point […] It’s the opposite of a question mark.” Bang was ultimately not chosen because it could not be properly used as a verb in the context of an internet search; Webster commented “Oh, ‘I banged it’ is very different than [sic] ‘I binged it'”.[10]

Deal with Yahoo!

On July 29, 2009, Microsoft and Yahoo! announced that they had made a ten-year deal in which the Yahoo! search engine would be replaced by Bing, retaining the Yahoouser interface. Yahoo! got to keep 88% of the revenue from all search ad sales on its site for the first five years of the deal, and have the right to sell advertising on some Microsoft sites.[13][14] All Yahoo! Search global customers and partners made the transition by early 2012.[15]

Legal challenges

On July 31, 2009, The Laptop Company, Inc. stated in a press release that it would challenge Bing’s trademark application, alleging that Bing may cause confusion in the marketplace as Bing and their product Bongo Bing both do online product search.[16] Software company TeraByte Unlimited, which has a product called BootIt Next Generation (abbreviated to BING), also contended the trademark application on similar grounds, as did a Missouri-based design company called Bing! Information Design.

AI integration (2023–present)

On February 7, 2023, Microsoft began rolling out a major overhaul to Bing, called the new Bing. The new Bing included a new chatbot feature, at the time known as Bing Chat, based on OpenAI‘s GPT-4.[23] According to Microsoft, one million people joined its waitlist within a span of 48 hours.[24] Bing Chat was available only to users of Microsoft Edge and Bing mobile app, and Microsoft said that waitlisted users would be prioritized if they set Edge and Bing as their defaults, and installed the Bing mobile app.

Microsoft Copilot

Microsoft Copilot, formerly known as Bing Chat, is an chatbot developed by Microsoft and released in 2023. Copilot utilizes the Microsoft Prometheus model,[49] built upon OpenAI‘s GPT-4 foundational large language model,[50] which in turn has been fine-tuned using both supervised and reinforcement learning techniques. Copilot can serve as a chat tool, write different types of content from poems to songs to stories to reports, provide the user with information and insights on the website page open in the browser, and use its Microsoft Designer feature to design a logo, drawing, artwork, or other image based on text. Microsoft Designer supports over a hundred languages.

Third-party integration

Facebook users have the option to share their searches with their Facebook friends using Facebook Connect.[53]

On June 10, 2013, Apple announced that it would be dropping Google as its web search engine in favor of Bing. This feature is only integrated with iOS 7 and higher and for users with an iPhone 4S or higher as the feature is only integrated with Siri, Apple’s personal assistant

Bing Predicts

The idea for a prediction engine was suggested by Walter Sun, Development Manager for the Core Ranking team at Bing, when he noticed that school districts were more frequently searched before a major weather event in the area was forecasted, because searchers wanted to find out if a closing or delay was caused. He concluded that the time and location of major weather events could accurately be predicted without referring to a weather forecast by observing major increases in search frequency of school districts in the area. This inspired Bing to use its search data to infer outcomes of certain events, such as winners of reality shows.[59] Bing Predicts launched on April 21, 2014. The first reality shows to be featured on Bing Predicts were The VoiceAmerican Idol, and Dancing with the Stars.

Bing News

Bing News (previously Live Search News)[68] is a news aggregator powered by artificial intelligence.[69]

In August 2015 Microsoft announced that Bing News for mobile devices added algorithmic-deduced “smart labels” that essentially act as topic tags, allowing users to click through and explore possible relationships between different news stories. The feature emerged as a result from Microsoft research that found out about 60% of the people consume news by only reading headlines, rather than read the articles.[70] Other labels that have been deployed since then include publisher logos[71] and fact-check tags.


Microsoft released a beta version of Bing Desktop, a program developed to allow users to search Bing from the desktop, on April 4, 2012.[74] The production release followed on April 24, supporting Windows 7 only.[75] Upon the release of version 1.1 in December 2012 it supported Windows XP and higher.

Market share

Before the launch of Bing, the market share of Microsoft web search pages (MSN and Live search) had been small. By January 2011, Experian Hitwise showed that Bing’s market share had increased to 12.8% at the expense of Yahoo! and Google. In the same period, Comscore‘s “2010 U.S. Digital Year in Review” report showed that “Bing was the big gainer in year-over-year search activity, picking up 29% more searches in 2010 than it did in 2009”.[83] The Wall Street Journal noted the jump in share “appeared to come at the expense of rival Google Inc”.[84] In February 2011, Bing beat Yahoo! for the first time with 4.37% search share while Yahoo! received 3.93%.

UK advertising agencies in 2018 pointed to a study by a Microsoft Regional Sales Director suggesting the demographic of Bing users is older people (who are less likely to change the default browser of Windows), and that this audience is wealthier and more likely to respond to advertisements.[91]

To counter EU accusations that it was trying to establish a market monopoly, in September 2021 Google’s lawyers claimed that one of the most commonly searched words on Microsoft Bing was Google, which is a strong indication that Google is superior to Bing

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