May 19, 2022

Bing Begins Roll Out "Adaptive Search"

Rolling out over the next few days in the U.S.

From a Search Engine Land Post by Barry Schwartz:

Bing has announced at SMX East today a new personalization feature named adaptive search.

It seems a lot like Google’s previous query feature but supposedly, it goes well beyond just the previous query.

Bing said the “more you search, the more Bing can learn” and thus adapts the search results for YOU based on your past searches – not just your immediate previous search.

From the Bing Blog:

Every time you search on Bing, the information provided helps Bing understand what you’re trying to do. The more you search, the more Bing can learn – and use that information to adapt the experience so you can spend less time searching and accomplish what you set out to do.


The differences are generally quite subtle, but the more confidence we have about what your intent is, the more personalized the results will become. We certainly don’t want to make any assumptions that prevent you from seeing a diverse set of results and lock you into a “filter bubble”, so the results that correspond to differing intents (e.g. travel to Australia) will still be available to you on the page.

What About Privacy and Adaptive Search?

As always, if you would prefer that results are not customized based on your past search activity, you can “Clear” and “Turn off” search history at any time.

More About Bing Search Privacy

See Also: Bing Adaptive Search Introductory Video with Stefan Weitz, Director of Search at Microsoft

About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.