What Is Bing AI, Now Called Microsoft Copilot? A Practical Guide for Organisations
Bing AI is the earlier, colloquial name for the generative AI features introduced into Microsoft’s Bing search engine in 2023. Microsoft renamed Bing Chat to Copilot in November 2023. Microsoft Copilot today no longer refers to a single application, but to a product family covering several consumer and enterprise AI services.
From an organisational perspective, the question is therefore not only what Copilot can do, but also which version, with which account and with which data employees are using. The right licence, properly ordered permissions, data protection rules and human review together determine whether the tool will genuinely be effective and secure.
In brief
- Bing Chat continued under the name Microsoft Copilot in 2023; Copilot is now an umbrella name for a wider product family.
- Microsoft 365 Copilot Chat works primarily with web sources, whilst Microsoft 365 Copilot can also draw on the organisational data accessible to the user.
- There is no single fixed model behind Copilot: the model used may depend on the feature, the licence, the region and administrator settings.
- With a workplace Microsoft Entra account, Copilot Chat operates under Enterprise Data Protection, but this alone does not automatically make the entire use case GDPR-compliant.
- The biggest organisational risk is usually not the AI itself, but disorganised permissions, use via personal accounts and the absence of internal controls.
What Is Bing AI?
The term Bing AI refers to the search and conversational features built into Microsoft’s Bing search engine that are based on generative artificial intelligence. Users can ask questions in natural language, request a summary, a draft text or visual content, and the system can combine the capabilities of the language model with web search and other available data sources.
The service launched in early 2023 under the name Bing Chat. On 15 November 2023, Microsoft announced that Bing Chat and Bing Chat Enterprise would continue under the name Microsoft Copilot. Despite this, the term “Bing AI” lives on in search queries, so many people still look for Copilot’s web features under that name.
How Does Bing AI Differ from Microsoft Copilot?
Bing Chat became Copilot, so there is no classic product difference between the two. Microsoft Copilot has, however, become a far broader concept: a product family that includes the consumer web Copilot, Microsoft 365 Copilot Chat, Microsoft 365 Copilot, Copilot Studio and other specialised Copilot solutions.
For enterprise use, three solutions are worth distinguishing:
| Solution | Who it is for | What it can be used for | Data protection environment |
|---|---|---|---|
| Microsoft Copilot (consumer, web) | Private users | Web search, chat, content and image generation | Consumer Microsoft account; does not operate within the organisation’s corporate compliance framework |
| Microsoft 365 Copilot Chat | Eligible Microsoft 365 business users | Work-focused chat based primarily on web sources; can also work from uploaded files, open content and certain applications | With a Microsoft Entra account, Enterprise Data Protection covers prompts and responses |
| Microsoft 365 Copilot | Organisations, with a separate licence | Copilot in Word, Excel, PowerPoint, Outlook and Teams; using the organisational data accessible to the user | Built on the Microsoft 365 security, permissions and compliance framework |
What Does Enterprise Data Protection Mean?
When used with a Microsoft Entra account, Microsoft 365 Copilot Chat provides Enterprise Data Protection, or EDP for short. Prompts and responses are handled within the Microsoft 365 enterprise data protection and contractual framework, Microsoft acts as a data processor, and these interactions are not used to train the underlying models.
This does not mean that conversations disappear without trace. Prompts and responses are logged and may fall under the organisation’s retention, audit and eDiscovery rules. A protected session is indicated by a green shield icon in the Copilot Chat interface.
Web searches represent a separate data flow. Copilot may generate search terms of a few words from the full prompt, which it sends to the Bing search service without user or organisational identifiers. These are not used to train the underlying models and are not shared with advertisers, but partly different data handling rules apply to the Bing search service: for this data flow Microsoft acts as an independent data controller, and the EU Data Boundary does not extend to it either.
Which Organisational Data Can Microsoft 365 Copilot Access?
Microsoft 365 Copilot does not automatically have access to all of a company’s documents. Through Microsoft Graph, it can only work from emails, documents, calendar entries, meetings, chats and other organisational content that the given user already has access to.
Copilot therefore does not fundamentally create new permissions, it uses the existing ones. This can, however, amplify the effect of earlier permission errors: if someone can reach information in SharePoint, Teams or OneDrive that they have no business need for, the AI may surface it faster than traditional manual searching would.
That is why it is worth carrying out not only an AI policy review but also a permissions audit before introducing Microsoft 365 Copilot.
Which Model Powers Bing AI in 2026?
There is no single, permanent language model behind Copilot. Microsoft applies a multi-model approach: the model actually used may depend on the Copilot version, the task, the licence, the region and administrator settings.
The 2026 model line-up for Microsoft 365 Copilot includes OpenAI models, among them GPT-5.6 announced on 9 July 2026, as well as Anthropic models in certain features. The use of Anthropic models may be tied to organisational and administrator settings, so they are not available to every user or in every Copilot feature.
Microsoft is also developing its own MAI model family, individual members of which appear in various Microsoft products and developer solutions. For enterprise planning, it is therefore unwise to build a process around a single model name. Content review, approval points and the measurement system should be designed so that they still work after a later model change.
How Does the Bing AI Chat Feature Work in Practice?
Copilot Chat can combine the capabilities of the language model with web search and content made available by the user. The system gathers relevant information based on the question, then assembles a natural language answer. Bringing in sources in this way is often called retrieval-augmented generation, or RAG for short.
In an enterprise environment, Copilot Chat can be suitable for tasks such as:
- initial gathering and summarising of market, industry or competitor information;
- extracting the substance of articles, reports and uploaded documents;
- drafting emails, announcements, presentation outlines and other texts;
- explaining technical or professional concepts in plain language;
- brainstorming, compiling question lists and putting together a first draft of workflows.
The answer cannot, however, be treated automatically as verified fact. References, figures and conclusions must be checked by a person, particularly on strategic, legal, financial, health-related or compliance topics.
Where Is Microsoft Copilot Available?
Copilot can be used through several entry points, but their features and data protection conditions are not identical:
- Bing search and the Microsoft Copilot web interface – web search, questions and answers, and content generation;
- Microsoft Edge – Copilot features built into the browser, which with the right settings can also use the content of the currently open page;
- Windows and mobile apps – general Copilot access on desktop and mobile devices;
- Microsoft 365 Copilot Chat – with a workplace Microsoft Entra account, under Enterprise Data Protection;
- Word, Excel, PowerPoint, Outlook and Teams – the available features depend on the subscription and the licence; using Microsoft 365 Copilot, which draws on the full range of organisational data, requires an enterprise Copilot licence.
For work data, always use the account and interface approved by the organisation. Work carried out with a personal Microsoft account does not automatically fall under the corporate data protection and compliance framework.
How Can You Generate Images with Bing AI and Copilot?
Microsoft’s image generation features are available across several interfaces, and these are worth distinguishing in enterprise use.
Bing Image Creator
Bing Image Creator is a standalone image generation interface that can be used with a personal Microsoft account. In July 2026, Microsoft lists MAI-Image-2e, GPT-4o and DALL-E 3 as selectable model options. The interface is not available with Microsoft Entra ID, in other words with a typical work or school account.
Copilot and Microsoft Designer
In Copilot, image generation happens within the conversation, using natural language instructions. Microsoft Designer is more of a visual design and editing environment: the generated image can be developed further with templates, text, layout and other graphic elements.
Microsoft 365 Copilot Image Generation
In an enterprise environment, image generation can be built into certain Microsoft 365 applications and Copilot features. Exact availability depends on the licence, the application and organisational settings. For work-related image generation, this route is preferable to using Bing Image Creator with a personal account.
Internal policy should settle at least two questions:
- which image generation interface employees may use, and with which account;
- what copyright, brand use, personality rights and approval conditions apply to images intended for clients or the public.
How Much Do Bing AI and Microsoft Copilot Cost?
There is no single Copilot price, because the product family consists of several arrangements serving different purposes. Exact fees can vary by region, package, subscription period and partner arrangement, so before signing a contract you should always check Microsoft’s official local pricing or your licensing partner’s offer.
| Tier | Who it is for | What it includes | Pricing |
|---|---|---|---|
| Free Microsoft Copilot | Anyone, with a personal Microsoft account | Web chat, search, content and image generation features; no general access to the organisation’s internal data | Free |
| Microsoft 365 Personal / Family / Premium | Private individuals | Copilot features in the Microsoft 365 apps, with an AI allowance depending on the subscription tier | Subscription-based; varies by region and package |
| Microsoft 365 Copilot Chat | Eligible business Microsoft 365 users | Chat with a workplace account, operating under Enterprise Data Protection | Included in eligible business subscriptions |
| Microsoft 365 Copilot | Organisations | Copilot in Word, Excel, PowerPoint, Outlook and Teams, drawing on the organisational data available to the user | Per-user monthly licence, or a business package that includes Copilot |
| Copilot Studio and agents | Organisations building bespoke automation | Creating your own AI agents, connecting knowledge sources and business processes | Separate package-based or consumption-based cost |
A realistic cost calculation does not end with the licence fee. The permissions audit, data handling and security preparation, training, the pilot, internal support and measuring results are all part of the cost of adoption.
What Are the Risks of Using Bing AI in an Enterprise?
| Area | Potential benefit | Potential risk |
|---|---|---|
| Data protection | With an Entra account, EDP covers prompts and responses | Use via personal accounts, unapproved data entry, or overlooking the web search data flow |
| Permissions | Copilot builds on existing access rights | Previously over-broad access can surface far more quickly |
| Accuracy | Fast summarisation and source-based research | Incorrect, incomplete or outdated answers; misreading of sources |
| Copyright | Fast text and image generation | Uncertainty over rights clearance, brand use and permitted usage |
| Decision-making | Support for analysis and preparation | Excessive automation, or blurring of human accountability |
| Vendor dependency | Consistent integration into the Microsoft environment | Features, models, limits and prices can change at the provider’s discretion |
The biggest risk is usually not the technology itself, but the absence of control mechanisms. A short, understandable internal AI usage policy should at minimum set out what data must never be entered, which account must be used, when human approval is required, how sources should be checked, and where problems can be reported.
When Is Copilot Not the Right Tool?
On its own, Copilot is not suitable for:
- producing a final legal, tax, financial or compliance position without expert review;
- processing confidential or personal data where the account, the licence, the purpose of processing and organisational policy have not been clarified;
- automatically producing internal reports where the underlying data is disorganised, incomplete or not properly permissioned;
- independently making decisions that affect employees, clients or other individuals;
- creating a finished research, communications or professional deliverable without source verification.
GDPR and the EU AI Act: What Should an Organisation Watch For?
A Copilot rollout is not only an IT project, but also a data protection, compliance and training project. Article 4 of the EU AI Act has applied since 2 February 2025: providers and deployers of AI systems must take measures that support the development of AI literacy among their staff and among those operating AI systems on their behalf. Regulation (EU) 2026/1744, the Digital Omnibus on AI, which entered into force on 27 July 2026, rewrote this article: the duty remains, but it has shifted from an obligation of result to an obligation of effort, and it does not require an organisation to guarantee any specific level of AI literacy for any individual. The scale of the measures still has to be set in line with technical knowledge, experience, education, the context of use and the individuals affected.
In practice, employees need to learn not only how to operate Copilot, but also how to recognise incorrect answers, what data they may enter, how to verify sources, and in which cases human review is mandatory.
Further AI Act obligations depend on the specific use case. A general text summary or presentation outline does not carry the same risk as using an AI system to support recruitment, performance appraisal or other decisions that significantly affect individuals.
Microsoft Entra ID and Enterprise Data Protection do not, on their own, automatically make the entire use case GDPR-compliant. The organisation still needs to examine:
- the purpose of the processing and its appropriate legal basis;
- data minimisation, in other words that only genuinely necessary data enters the system;
- the retention period for prompts and responses;
- access and permission settings;
- proper information provided to data subjects;
- the use of processors, sub-processors and any external models;
- and whether a data protection impact assessment is required.
The basis of a safe rollout is therefore mapping the use cases in advance, setting out prohibited and permitted data handling situations, putting permissions in order, and aligning internal policy with staff training.
How Should Copilot Be Introduced in an Organisation?
A successful Copilot rollout is not a one-off installation, but a governed organisational change. The following seven steps provide a good starting point for most organisations:
- Defining goals and use cases – set out which processes can realistically deliver genuine time savings or quality improvement.
- Data and permissions audit – assess who has access to what content in SharePoint, OneDrive, Teams, Outlook and other connected systems.
- Risk classification – separate low-risk content preparation from uses that involve individuals, finances, legal compliance or sensitive data.
- Choosing the licence and technical environment – Copilot Chat may well be enough for a pilot, whilst deeper use of organisational data requires a Microsoft 365 Copilot licence.
- Creating an internal AI usage policy – clearly define which accounts may be used, which data is permitted, and the review and approval points.
- Pilot and staff training – the technical and organisational solution can be refined based on the experience of a smaller, clearly scoped team.
- Measurement and feedback – right at the start of the pilot, define which time, quality, error rate or user metrics will show the actual result.
Organisations should not measure how many prompts their staff wrote, but whether the speed, quality and auditability of the process has improved.
Bing AI and Microsoft Copilot FAQ
Has Bing Chat been discontinued?
The feature has not been discontinued: on 15 November 2023, Microsoft renamed Bing Chat and Bing Chat Enterprise to Microsoft Copilot. The term „Bing AI” today mainly refers to Copilot’s web, search-based features.
Does Copilot work in Hungarian?
Yes. Copilot can be used in Hungarian for answering questions, summarising, writing text and generating images. For professional or high-risk content, however, human review is needed in both Hungarian and English.
Is Bing AI or Copilot free?
The basic web features of Microsoft Copilot can be used free of charge with a personal Microsoft account. Consumer and business features built into the Microsoft 365 apps, as well as bespoke agents, may require a subscription or a separate licence.
Which model sits behind Copilot?
There is no single permanent model. Microsoft 365 Copilot may use various Microsoft, OpenAI and in some cases Anthropic models, depending on the task, the licence and administrator settings.
Is it safe to enter sensitive company data?
Only with an account and interface approved by the organisation, and in line with internal rules. The EDP available with an Entra account provides strong enterprise protection for prompts and responses, but it does not replace an assessment of legal basis, data minimisation, permissions and retention.
How does Copilot differ from ChatGPT?
Copilot is closely tied to Bing, Windows and the Microsoft 365 ecosystem. ChatGPT can be used as a standalone platform and via API. For an enterprise decision, integration, data sources, licensing and the compliance environment matter at least as much as model performance.
How can you generate images with Bing AI?
Bing Image Creator can be used with a personal Microsoft account, whilst in an enterprise environment it is better to use the image generation features of Copilot and the Microsoft 365 apps. Usage rights and brand use should be settled in internal policy.
Which companies should adopt Copilot?
Mainly those carrying out large volumes of research, summarisation, document creation or communications work, and already operating in a Microsoft 365 environment. It is worth starting the rollout with a narrow, measurable pilot.
Closing Thoughts
The story of Bing AI shows just how quickly the names, models, features and prices of AI services change. In an enterprise environment, you should therefore build not on a single product version, but on durable rules, permissions, control points and staff competencies.
If your organisation is planning a considered, secure rollout of Microsoft Copilot or another AI-based tool, our experts provide practical support from shaping the strategy and mapping use cases through governance to preparing your people. Get in touch with us for a free consultation, and let’s work out together how AI can fit into your organisation’s processes in a measurable and auditable way.
