Microsoft’s tactics to promote Copilot over competitor AI models is somehow irritating

Microsoft is once again leveraging its control over Bing to push its own AI product, Copilot, instead of allowing fair competition. This strategy is reminiscent of its past efforts to discourage users from downloading rival browsers like Google Chrome. Now, the tech giant is applying similar tactics to steer users away from AI services like ChatGPT, Gemini, and Grok.

A strategy that may go a little too far

According to reports, when users search for these AI chatbots on Bing, the expected result does not appear first. Instead, Microsoft inserts a prominent box encouraging users to try Copilot, its proprietary AI assistant. This move is seen by many as an aggressive way to retain users within Microsoft’s ecosystem, which has struggled to dominate the AI space despite significant investment.

This approach raises ethical concerns, as Microsoft is using its search engine’s dominance to prioritize its own products over fair competition. While promoting in-house services is not illegal, critics argue that it gives Microsoft an unfair advantage. This is particularly relevant considering that Bing is still a secondary choice for many users compared to Google, and such aggressive marketing tactics may push users further away.

Beyond AI, Microsoft has employed similar strategies with its Edge browser. When users search for Chrome, Bing often presents prompts urging them to stay with Edge, making it clear that Microsoft is intent on keeping users within its own ecosystem.

The debate over whether this practice is ethical or merely a smart business move continues. However, users are increasingly irritated by these obstacles when trying to access competing services, making Microsoft’s strategy a controversial topic in the AI and tech industry.