Bing Webmaster Tools Gets AI Visibility Insights. And Google Is Next
Bing's new AI Performance reporting shows how publishers are cited in AI-generated answers, offering an early look at the metrics clients will soon expect.
There's a conversation we've been having with clients for the past year that goes something like this: "My rankings look fine but my traffic is down. What's happening?" And the honest answer, every time, has been some version of: AI is answering questions your content used to answer, and there's no clean way to show you that in a standard report.
That's starting to change. This week's Bing announcement is a signal worth paying attention to.
Microsoft quietly shipped something significant inside Bing Webmaster Tools. They expanded their AI Performance reporting with four new features: Intents, Topics, Citation Share, and Compare. This is actually the first time a major search platform has given publishers structured data about how and how much their content is being cited inside AI-generated answers.
Here's what's actually useful in each feature.
Intents classifies the queries behind your AI citations: informational, commercial, local, research, navigational. A plumbing company appearing in "emergency services" AI answers has completely different strategic value than appearing in "DIY how-to" answers.
Topics takes individual queries and clusters them into thematic groups, showing how the AI model is actually thinking about your content.
Citation Share measures what percentage of total citations your site receives for a given query — not just "did you get cited" but "when AI answered this question, how much of that answer came from you?"
Compare overlays two time periods so you can see what shifted.
Bing powers Microsoft Copilot, which has grown quietly into one of the most-used AI assistants in enterprise environments. And right now, Bing is the only major platform giving you this data at all.
Which brings us to Google.
From what we're tracking, Google is planning comparable features inside Search Console and GA4. They've already started surfacing AI Overviews as a distinct traffic source in some GSC views, and GA4 is increasingly tagging "AI Assistants" as a named acquisition channel.
What we're already doing inside your dashboard
We track your clients' presence across the top LLMs: ChatGPT, Gemini, AI Mode, Claude, Perplexity, and others. From that data, we generate a Share of Voice report per campaign. We also track AI Overview rankings on Google.
AI Overviews sit above the fold on Google SERPs, above the traditional organic listings, above ads in many cases. We surface both wins and gaps, so you know exactly where the work needs to happen.
Want a walkthrough of the AI Visibility section in your dashboard? Reach out to your account manager.