Copilot

Copilot is Microsoft's conversational AI tool, serving as an intelligent assistant woven directly into the Bing search engine and other Microsoft products. Unlike a traditional search bar, Copilot allows users to engage in natural language conversations, ask complex questions, generate content, and summarize information directly from web results. It leverages large language models (LLMs), including ChatGPT, to understand nuanced queries and provides comprehensive answers, often citing its sources from Bing's AI-powered search. 

This integration represents Microsoft's strategic effort to transform search from a simple query-response model into an interactive, conversational experience that competes directly with standalone AI assistants.

Copilot in Bing was the first major search engine to use "grounding" via its Prometheus model for AI search. Prometheus, an internal Microsoft AI model, was designed to provide answers that were not just plausible, but also verifiable and rooted in real-time search results. This "grounding" directly addressed the common issue of AI hallucination by ensuring that the AI's responses could be traced back to specific, authoritative web sources found through Bing Search.

For marketers, understanding Copilot's grounded approach becomes crucial for content strategy. Since Copilot prioritizes authoritative, well-cited sources for its responses, content creators must focus on building credibility through proper attribution, factual accuracy, and comprehensive coverage of topics to earn inclusion in AI-generated answers.