It's amazing that there is just nothing Bing can do about it.
Alphabet (Google) has invested heavily (in part by providing free services) in acquiring data bits along with user reviews in order to fine-tune their AI (Google Voice is one example). That is why they are ahead of everyone else.
Microsoft might be able to fight back if they make Office (full powered, not trimmed down version) free to use for everyone, in a way that allows them to collect data that could be relevant to AI development.