The company behind Bing, Copilot and Azure — and the number-two search index that feeds several AI assistants.
Official siteMicrosoft is one of the largest technology companies in the world, spanning Windows, Office/Microsoft 365, the Azure cloud, GitHub, LinkedIn and the Bing search engine. For search and AI it matters more than its traffic share alone suggests.
Microsoft is a major investor in and commercial partner of OpenAI, and its Copilot assistant is built on that relationship. Because Copilot and several other tools draw on the Bing index, being visible in Bing is now a route to being cited by AI assistants — not just to Bing's own users.
Microsoft operates Bing and its webmaster tools, the Azure cloud platform, GitHub, LinkedIn and the Microsoft 365 suite. It also runs Microsoft Advertising, the ad network behind Bing search and its partner properties, which reuses much of the Google Ads campaign structure.
Bing's index feeds Copilot and other AI experiences, so Bing visibility and IndexNow submissions influence whether your pages show up in AI answers, not just classic search. Microsoft Advertising is also a lower-competition complement to Google Ads for many B2B and desktop-heavy audiences.
We verify sites in Bing Webmaster Tools, use IndexNow for fast indexing, and treat Bing coverage as a distinct signal for AI visibility. Where budget justifies it we run Microsoft Advertising alongside Google Ads, and for software projects we build and deploy on Azure.
Common questions
Straight answers on how this fits your marketing and build.
Bing's index grounds Microsoft Copilot and feeds other AI assistants, so Bing visibility is a direct path to AI citations. It also carries useful desktop and B2B audiences, and Microsoft Advertising is often cheaper than Google Ads for the same intent.
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