Last updated: 2026-08-19
Bing is Microsoft's AI-enhanced search engine, launched in 2009 as a direct challenger to Google. It pairs traditional web results with Copilot Search, a conversational layer built on OpenAI's Prometheus Model 2.0 that keeps context across follow-up questions and can break complex questions into a multi-part Deep Search report.
About Bing
Bing is Microsoft's search engine, launched in June 2009 as a challenger to Google. As of 2025 it holds roughly 4% of global search market share and handles 450+ million searches a day, the only major search engine currently gaining share rather than losing it, driven largely by Copilot adoption. Copilot Search blends traditional results with a conversational, citation-backed AI layer. Microsoft has rolled Copilot into Edge, Windows, and its productivity apps, giving it far wider default distribution than any standalone AI search competitor gets. Bing Search APIs were retired in August 2025, and developers who relied on them for programmatic access have moved to Azure Cognitive Search or a comparable service. For enterprise buyers already running Microsoft's productivity suite, that existing footprint is Bing's biggest practical edge over Google.
Screenshots
Pricing
Consumer Bing search and Copilot Search are free with no usage limits. Bing Chat Enterprise will be $5/user/month (currently free public preview for Microsoft 365 E3/E5/Business). Microsoft 365 Copilot (includes Bing) is $30/user/month.
Feature Comparison by Tier
| Feature | Bing Chat Enterprise | Free Consumer Search | Microsoft 365 Copilot |
|---|---|---|---|
| Consumer Search Access | Yes | Yes | Yes |
| Copilot Search (Multi-Turn) | Yes | Yes | Yes |
| Deep Search (Complex Queries) | Yes (Priority) | Yes | Yes (Priority) |
| Enterprise Support | Yes | No | Yes |
| Internal Document Search | Yes | No | Yes |
| Microsoft 365 App Integration | Limited | No | Yes (Full) |
| Usage Limits | Unlimited | Unlimited | Per-seat |
| SLA Uptime Guarantee | Yes 99.9% | No | Yes 99.9% |
Key Features
- Copilot Search with Multi-Turn Conversation: Retains query context across sequential searches within a session, so you can refine or pivot without repeating yourself. Rolled out globally in February 2026.
- Deep Search for Complex Queries: Expands a multi-part question into sub-topics and pulls from academic papers, returning a structured report with several perspectives. Takes noticeably longer to return than a standard query.
- Prometheus Model 2.0 Reasoning: A version of GPT-4 that OpenAI tuned specifically for search, giving Copilot stronger reasoning on multi-part questions than a general-purpose chatbot provides.
- Prominent Citation Tracking: Every AI-generated answer shows the publisher source next to it, and Bing Webmaster Tools' 2026 AI Performance report shows publishers which of their URLs get cited and how often.
- Multimodal Input: Combines text, image, and voice in a single query, plus a Circle to Search gesture on mobile similar to Google's implementation.
- Microsoft Productivity Suite Integration: Enterprise Copilot can search a company's internal documents, emails, and files stored in its Microsoft productivity apps, a capability Google can't match without building its own deep proprietary integration.
Pros
- Multi-turn search removes the need to restate your whole question when refining a search, a real change from how Google search still works today.
- Copilot's internal-document search is a genuine edge for teams already using Microsoft's productivity apps, since it's built into apps they already open every day.
- SEO and content teams now have a second real audience worth optimizing for, since Bing pairs its own AI Performance reporting with Copilot citations.
Cons
- Consumer market share sits around 4% versus Google's roughly 90%, and Bing's index is thinner on long-tail and very new content.
- Deep Search takes noticeably longer to return results than a normal query, which is friction when you just want a quick answer.
- The Bing Search API, shut down in August 2025, still has no feature-complete replacement, so developers must piece together Azure Cognitive Search or another provider instead.
Product Information
- Cloud
- Yes
- Self-Hosted
- No
- On-Premise
- No
- Languages
- English, Chinese, French, German, Italian, Japanese, Korean, Spanish, Portuguese, Dutch, Russian, Polish, Turkish, Swedish, Danish, Norwegian
- Training
- Official Documentation, Bing Webmaster Tools Guide, Microsoft Support Center, Video Tutorials, Blog and Product Updates
Data Handling
- Compliance
- SOC 2 · ISO 27001 · GDPR · HIPAA · FedRAMP
Frequently Asked Questions
What are Bing's pricing plans in 2026?
Consumer Bing search and Copilot Search cost nothing, with no usage caps. Bing Chat Enterprise is currently a no-cost preview inside Microsoft 365 E3, E5, and Business plans, and becomes a standalone $5-per-user-per-month product later. Microsoft 365 Copilot, which folds Bing into Office apps, runs $30 per user per month.
Does Bing have a free plan?
Yes. Core Bing search and Copilot Search have no seat requirements or usage caps for individual users, and there's no signup needed to start. Only the enterprise chat and premium Copilot tiers require a paid plan, and those are aimed at organizations, not individuals.
Which tools compete with Bing in 2026?
Perplexity fits better if a dedicated research assistant built around citations matters more than a traditional search engine. ChatGPT suits people who want one general-purpose AI assistant rather than a search-first interface. Claude handles long, structured reasoning well, though it has no built-in real-time web access the way Bing does.
What separates Bing from Perplexity?
Bing pairs a traditional search index with Copilot's multi-turn AI layer and native document search inside Microsoft's own apps, all free for individual use. Perplexity skips the general web index and builds everything around AI research with citations instead. Someone already living in Microsoft's productivity apps gets more from Bing; someone who wants a citation-first research workflow gets more from Perplexity.
What does it take to start using Bing?
Go to bing.com, or open Microsoft Edge, where Bing is already the default engine, and search the way you would on Google, no signup required. To use Copilot Search, open the Copilot panel and ask a follow-up question to stay inside the same conversation. Enterprise teams turn on Bing Chat Enterprise through Microsoft's admin center for their organization.
Top Alternatives
- Perplexity: Dedicated AI search is Perplexity's territory; productivity-suite integration and broader search-engine coverage belong to Bing.
- ChatGPT: General research and reasoning tilt toward ChatGPT; real-time search integration and enterprise Microsoft workflows tilt toward Bing.
- Claude: Deep reasoning and long-form analysis are Claude's strength; real-time search results and Copilot integration with Microsoft apps are Bing's.
HokAI guides covering Bing
- Best AI Search Tools in 2026: Match the Tool to the Job: Perplexity, Bing, and Glean all get called AI search tools, but only Glean searches a company's internal Slack. Here is how the category splits by job in 2026.