How does Microsoft Copilot get brand information?

Copilot uses a combination of OpenAI's language models and Bing's web index. For factual queries about brands, it primarily searches Bing and cites web sources. This means Bing indexing and web presence have a direct influence on what Copilot says about your brand.

Is fixing Copilot the same as fixing ChatGPT?

Partially. Copilot uses OpenAI's models, so the training data corrections that help ChatGPT can also help Copilot. But Copilot also searches Bing in real time, so Bing-specific actions — submitting your sitemap to Bing Webmaster Tools, using IndexNow for fast indexing — are uniquely important for Copilot corrections.

Does Bing Webmaster Tools help with Copilot accuracy?

Yes. Bing Webmaster Tools lets you submit sitemaps, request URL indexing, and monitor how Bing crawls your site. Since Copilot uses Bing's index for real-time search, ensuring your correct pages are indexed in Bing directly influences Copilot's responses.

Learn/Microsoft Copilot says wrong things about my brand — how to fix it

Microsoft Copilot says wrong things about my brand — how to fix it

What to do when Microsoft Copilot produces inaccurate information about your brand. How Copilot sources information through Bing, where to submit corrections, and how to monitor for changes.

Microsoft Copilot is integrated into Windows, Edge, Bing, Microsoft 365, and Teams. When it gets your brand wrong, the inaccuracy reaches people across Microsoft's entire ecosystem — not just those who actively use an AI chatbot.

Here is how to fix it.

How Copilot sources information

Copilot combines two systems:

OpenAI's language model — similar training data to ChatGPT
Bing web search — live search results for factual queries

For brand-related queries, Copilot typically searches Bing and cites sources. This means two things:

Corrections to the web (especially pages Bing indexes well) can take effect faster than pure training data updates
Your Bing presence matters — possibly more than your Google presence for this specific model

Step 1: Document what Copilot says

Test across Copilot's surfaces:

Bing Chat — bing.com/chat
Windows Copilot — the sidebar in Windows 11
Edge Copilot — the sidebar in Microsoft Edge
Microsoft 365 Copilot — if your organisation uses it

Ask the standard queries:

"What is [your brand]?"
"[your brand] pricing"
"[your brand] vs [competitor]"
"Best [your category] tools"

Record the responses and citations. Note: Copilot may give different answers depending on which surface you use, because the system prompt and search configuration differ.

Step 2: Optimise for Bing

Since Copilot relies heavily on Bing search, your Bing presence is the most direct lever.

Bing Webmaster Tools

Verify your site in Bing Webmaster Tools if you have not already
Submit your sitemap — ensure all important pages are discoverable
Use IndexNow — this protocol notifies Bing (and other search engines) immediately when you update a page. Bing processes IndexNow pings within hours, not days
Check crawl status — verify that your key pages (homepage, pricing, about, product) have recent crawl dates
Monitor for crawl errors — pages that Bing cannot access cannot influence Copilot

Website content

The same principles apply as for other AI models, but with Bing-specific emphasis:

Ensure your pages are crawlable by Bingbot (check robots.txt)
Add clear, structured content that answers the queries Copilot is searching for
Use schema markup — Bing explicitly supports and uses it
Make sure your homepage meta title and description accurately represent your brand

Bing Places

If you have a local business component, claim and complete your Bing Places listing. This feeds into Bing's knowledge of your brand.

Step 3: Submit corrections

Through Copilot

Use the feedback button (thumbs down) on inaccurate responses
Describe the specific error and link to your correct source

Through Bing Webmaster Tools

URL submission — submit corrected pages for re-indexing
IndexNow — push updates to Bing in real time after fixing a page

Through Microsoft support

For persistent business-critical errors, contact Microsoft support
Enterprise Microsoft 365 customers may have faster channels

Step 4: Address the OpenAI training data layer

Copilot uses OpenAI's models, so training data corrections also help:

Fix your website content (benefits both Bing search and training data)
Update structured data
Correct directory and social profiles
Submit feedback to OpenAI as well (see our ChatGPT-specific guide)

Step 5: Monitor across Copilot surfaces

Copilot is not one product — it appears in multiple Microsoft products with slightly different configurations. A correction visible in Bing Chat might not yet appear in Windows Copilot.

What to track

Responses on each Copilot surface (Bing, Edge, Windows)
Cited sources — are your pages being cited or are third-party pages?
Response consistency across surfaces
Bing index status of your corrected pages (via Bing Webmaster Tools)

AIVIS monitors Copilot alongside other AI models, tracking how responses and citations change over time so you do not need to manually check each surface.

The Bing advantage

Most brands focus their SEO entirely on Google. This creates an opportunity: your Bing presence may be neglected, with outdated cached pages and missing sitemaps. Because Copilot relies on Bing, a small investment in Bing optimisation — submitting your sitemap, using IndexNow, verifying in Bing Webmaster Tools — can have an outsized impact on Copilot accuracy.

Next steps

Verify your site in Bing Webmaster Tools if you have not done so
Submit your sitemap and check that key pages have recent crawl dates
Test Copilot across all surfaces with the queries from Step 1
Fix any outdated content on pages Bing has indexed
Read the complete fix playbook for the full cross-model strategy