Bing and Copilot in Ireland: The Overlooked Channel
Irish marketing tracks Google obsessively and ChatGPT increasingly, while Bing and Copilot sit in the middle, tracked by almost nobody. The neglect is an opportunity, because Copilot is the AI assistant built into the operating systems and tools a large share of Irish office workers already use, and its answers are built on Bing’s index.
Why the channel matters more than its share suggests
Copilot answers questions inside Windows, Edge, and Microsoft 365, meaning millions of people meet it without ever choosing it. When a user asks Copilot for a recommendation, the sources it cites come largely from Bing’s index. If your site is not cleanly indexed and structured for Bing, you are absent from those answers by default.
What we see in our monitoring
Our AI share of voice monitoring includes Copilot alongside ChatGPT, Perplexity, and Gemini, and the pattern is consistent: businesses that win the other engines also appear in Copilot, because the same foundations feed all of them. The businesses missing everywhere share the same gaps: no structured data, no llms.txt, and content that does not answer questions directly.
The practical checklist
- Verify Bing indexing. Submit your site to Bing Webmaster Tools, the Bing equivalent of Search Console, and check coverage.
- Keep the AI crawler foundation. The llms.txt guide and structured data guide apply to Copilot exactly as they apply to the others.
- Add Copilot to your measurement. One more column in the AI share of voice tracker, because you cannot win a channel you do not measure.
The honest framing
Bing and Copilot will not replace Google in Irish search volume, and nobody should pretend otherwise. But the cost of being present in them is close to zero, because the same answer-first work that wins elsewhere wins there. The brands treating it as one more column in the tracker are getting cited in a channel their competitors have not even opened.
Read next: AI share of voice: how to measure your brand in AI answers