Microsoft’s Bing plans to introduce AI-powered ads to advertisers for the first time | – #Microsofts #Bing #plans #introduce #AIpowered #ads #advertisers #time

Feb 17 (Reuters) – Microsoft ( MSFT.O ) is a technology company with advertising agencies Googlebegan discussing how it plans to monetize its revamped Bing search engine, powered by generative artificial intelligence, while trying to combat the dominance of .

At a meeting with a major advertising agency this week, Microsoft showed off a demo of the new Bing, and an advertising executive, who spoke on condition of anonymity during a private meeting, said it plans to allow paid links within search results. .

Generative artificial intelligence, which can provide authentic answers in human voice in response to open-ended questions or requests, has recently captivated the world. Last week, Microsoft and Alphabet ( GOOGL.O ) Google The company announced its new generative artificial intelligence chatbots in a different way. These bots, which are not yet widely available to users, will be able to synthesize material on the web for complex search queries.

Primary search results and Microsoft’s Bing and GoogleConversations with a chatbot called Bard showed that they can be unpredictable. Market cap on the day Alphabet released a promotional video for Bard that showed the chatbot was sharing inaccurate information 100 billion dollars lost

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Microsoft expects that more human responses from the Bing AI chatbot will generate more users and therefore more advertisers for its search function. Ads on the Bing chatbot can also be more prominent on a page than traditional search ads.

Microsoft is already testing ads in the first version of its Bing chatbot, which is available to a limited number of users, according to ads and commercials seen by Reuters this week.

The company said it takes traditional search ads, where brands pay to have their websites or products appear in search results for keywords related to their business, and embeds them in the answers generated by the Bing chatbot.

Microsoft declined to comment on the specifics of its plans.

Microsoft is also planning another advertising format within the chatbot that will target advertisers in specific industries. For example, a user asks the new AI-powered Bing, “What are the best hotels in Mexico?” when asked, according to the head of advertising, hotel advertisements may appear.

Integrating expandable ads into the Bing chatbot to fill the top of the search page can help keep ads from moving further down the page below the chatbot.

Omnicom, a major ad group that works with brands such as AT&T and Unilever, has told clients that search ads could generate less revenue in the short term if chatbots occupy the top of search pages without inserting any ads. reviewed by Reuters last week.

With a waiting list of millions of people to get in, the new Bing is a potentially lucrative opportunity for Microsoft. During an investor and press presentation last week, the company said that for every percent of market share it gains in the search advertising market, another 2 billion dollars said it could bring in advertising revenue.

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Microsoft’s Edge web browser, which uses the Bing search engine, has less than 5% market share worldwide, according to estimates by web analytics firm StatCounter.

In a separate meeting with Microsoft representatives, Michael Cohen, executive vice president of performance media at media agency Horizon Media, which received a demo of Bing, said the company indicated that links below Bing’s AI-generated search answers could be places for ads. .

“They’re going to start right away with integrated paid ads,” Cohen said, adding that more information on Microsoft’s strategy could come as early as March.

This week, a Reuters reporter from a new version of Bing equipped with artificial intelligence car weather when asked about the price of filters, Bing car included ads for filters sold by the parts website Parts Geek.

Parts Geek did not immediately respond to questions about whether it was aware of its ads appearing on the new Bing chatbot.

When asked about the ads by Parts Geek, Microsoft told Parts Geek that the potential of new AI technology in advertising is just beginning to be explored, and that it aims to work with partners and the advertising industry.

Primary Despite the trials, Microsoft has not provided a timeline for when brands will be able to buy ads directly within the chatbot, Cohen and the advertising executive said.

In the long term, conversational AI will likely dominate consumer web searches, Omnicom said in a letter to clients.

“(Microsoft and Google’s) announcements 20 It is not an exaggeration to say that it is a sign of the biggest change in search in 2018,” said Omnicom.

Reporting by Sheila Dang in Dallas and Jeffrey Dustin in Palo Alto; Edited by Kenneth Lee and Anna Driver

Our standards: Thomson Reuters Trust Principles.

2023-02-17 20:48:35
Source – reuters

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