How Microsoft Copilot decides what to say about your business
Copilot sits inside Windows, Edge, Bing and Microsoft 365 — built into the tools people use at work. Its web answers are grounded in Bing’s index, so your Bing presence matters as much as your Google one.
What it reads. Most of it, you can change.
- 01Bing’s indexThe source of its web answers — pages Bing hasn’t indexed can’t be cited.
- 02Linked sourcesThe pages it shows beneath each answer.
- 03Training dataWhat it learned before its cut-off.
The numbers. Each with its source.
- 54%of UK adults use AI tools such as ChatGPT, Copilot or Gemini — up from 31% in 2024.Ofcom, Strategic approach to AI 2026/27
Six checks in Microsoft Copilot. Asked as a stranger would ask.
- Whether you’re named on your category’s buyer questions
- Whether Bing has indexed the pages that matter
- What it says about your prices, services and places
- Which sources it links beneath its answers
- Who is named in your place
- Whether it confuses you with another business
The other engines. Each decides differently.
Before you ask. Each answered in its first sentence.
Why does Copilot matter for business buyers?
Because it’s built into the tools people use at work — Windows, Edge and Microsoft 365 — so buyers can research suppliers without opening a search engine.
Does Bing matter again?
For Copilot, yes: its web answers are grounded in Bing’s index, and pages Bing hasn’t indexed can’t be cited.
How do we check our Bing presence?
Bing Webmaster Tools shows what Bing has indexed; the audit checks whether Copilot’s answers use it.
Does Copilot answer differently at work?
Organisations can connect Copilot to their own data, but what it tells outside buyers about your business comes from the web — which is what the audit checks.
Your next buyeris askingtoday.
Find out what they’re being told now — and make sure the next one hears your name, and hears it right.
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