While Google dwarfs the competition in search traffic, Bing is the underlying mechanism supporting search capabilities for applications like Outlook and Microsoft 365. So rather than trying to compete with Google directly, Microsoft is perhaps wisely shifting Bing from a general-purpose engine to one focused on catering to businesses. Companies will now have the ability to create private, internal search results on Bing, so their employees can save time searching for information. Microsoft is in a good position to do all of this. It has amassed large amounts of data from being connected to multiple services and apps that contain information—such as usage trends, meeting times, and team information—from Fortune 500 companies.