We're having the same issue with our original M365 E3 SKU (which is a bundle of separate licenses for O365 E3, EMS, and Windows). If you search for "Enable Bing Chat Enterprise" in the support section of M365 Admin Center, this is now a support article for a known issue regarding enabling BCE when you're on those original M365 E3/E5 SKUs. Within the last few days, we've seen a new license named "Microsoft 365 E3 Extra Features" appear on our tenant and the number of licenses matches the number of Defender for Endpoint P1 licenses we have. Question for the Microsoft team: Do we need to assign these "Microsoft 365 E3 Extra Features" licenses to users in order for them to receive the BCE experience? Here's the support article from M365 Admin Center: Known Issue: "Original" Microsoft 365 SKUs are not able to opt-in to Bing Chat Enterprise. Microsoft is rolling out a fix for this issue with an ETA of 100% world-wide rollout by mid-August. If your organization has the following SKU information, this issue will apply to you. Microsoft 365 E3: Office 365 Enterprise E3, Enterprise Mobility and Security E3, Microsoft Defender for Endpoint P1, and Windows Enterprise E3. Microsoft 365 E5: Office 365 Enterprise E5, Enterprise Mobility and Security E5, Microsoft Defender for Endpoint P2, Microsoft 365 E5 Suite features and Windows Enterprise E5.