How Copilot lists brands
Microsoft's assistant, present in Windows, Edge, Bing and Microsoft 365.
At a glance
Sep 2026Copilot reaches people through the software they already use at work and on their PC. Its answers draw on Bing, so visibility there follows Microsoft's search ecosystem.
- Developer
- Microsoft
- First released
- February 2023 as Bing Chat, renamed Copilot in November 2023
- Models
- Microsoft's own models and OpenAI models
- Access
- Windows, Edge, Bing, Microsoft 365 and mobile apps
What Copilot is and how it answers
Copilot is less a single destination and more a layer across Microsoft products.
A person asks inside Windows, Edge or an Office app
Entry points are built into everyday tools, so many questions start in the middle of work.
The answer is grounded in Bing
Public web answers are based on Bing results and shown with linked citations.
Work data adds context
In Microsoft 365, Copilot can use an organisation's own files within its permissions.
Different surfaces behave differently
Consumer Copilot, Edge and Microsoft 365 Copilot do not return identical results.
How brands are listed on Copilot
For public web questions, being visible in Bing is the practical route into Copilot answers.
Cited link
Your page appears as a linked source under an answer.
Direct mention
Your brand is named in the summary text.
Recommendation
Suggested for shopping or vendor questions, with reasons.
Comparison
Side by side summaries drawn from retrieved pages.
Workplace context
Inside a company, results reflect the organisation's own documents, which public tracking cannot see.
What tends to influence whether you appear
- Being indexed and well described in Bing
- Use of Bing Webmaster Tools and clean site structure
- Reviews and third party coverage Bing retrieves
- Which Copilot surface the person is using
Keep in mind
Copilot usage around the world
Copilot's website traffic share is small, but its real reach comes from being bundled into Microsoft products.
Share of AI chatbot web traffic, worldwide
August 2026. The tick marks August 2025.
- ChatGPT55.5%-17.8 pts
- Gemini25.6%+12.7 pts
- Claude9.3%+7.4 pts
- DeepSeek3.4%-0.6 pts
- Grok2.4%-0.2 pts
- Copilot1.6%-0.4 pts
- Perplexity0.9%-1.1 pts
Website traffic only. It leaves out mobile apps and system-level entry points such as Android or Windows, so it understates assistants that live inside other products.
Similarweb notes it added copilot.microsoft.com to Copilot's share in 2026. Bundled entry points inside Windows, Edge and Office are not captured, so traffic share understates Copilot.
Copilot usage across India
Copilot reaches Indian users mainly through Windows, Edge and Microsoft 365 rather than through a separate app.
How people use it
Work and productivity
Copilot is most visible in office software, where it is used for drafting, summarising and analysing.
PC and browser entry
Because it is built into Windows and Edge, use is spread across everyday tasks.
What we could not verify. No reliable public figure for Copilot's consumer users or traffic share in India was found. We show none instead of estimating one.
BrandWater and Copilot
Coming next. The observation method may differ from an ordinary model API, so it needs its own approach. Arrives after launch. This is what we plan to measure once it is supported.
Coming after launch. Coming next. The observation method may differ from an ordinary model API, so it needs its own approach. Arrives after launch. BrandWater observes the answers each engine returns through its provider API, which can differ from what a person sees in the consumer app. It has no private access to any model, its training data or its internal retrieval, and it never claims to.
Mention rate
Presence across relevant prompts asked of consumer Copilot.
Cited sources
The links shown, and whether they are yours or a competitor's.
Competitors named
Which vendors are suggested beside you.
Consistency with Bing
Whether Copilot answers match what Bing ranks for the same topic.
Common questions
Can BrandWater see inside a company's Microsoft 365 Copilot?
No. Those answers use private company data. When Copilot is supported, BrandWater will measure only what the public web experience returns.
Why is there no India percentage?
We found no reliable public figure. We prefer to show that gap instead of publishing an estimate.
Does Bing optimisation help?
Because Copilot grounds public answers in Bing, being well indexed there is relevant. It is not a guarantee of inclusion.
Sources and data notes
Source 1
Similarweb, Gen AI website traffic share, August 2026 (via The Decoder)Published 7 Sep 2026
Source 2
Similarweb on X, August 2026 update with the 12-month comparisonAug 2026
Read the numbers carefully
Other AI platforms
See how Copilot describes your brand.
Start with a first audit. We show where you appear, who is named instead, and what to fix first.