Microsoft is exploring new revenue streams through generative AI chatbots and has begun showcasing its ad format for its ChatGPT version of Bing Search to advertisers. The new Bing encourages users to give more input through dialogue and can answer questions and complete tasks in a concise manner through an artificial intelligence chatbot. Compared to traditional search engines, users comparing different items also get an annotated response that indicates the source of the information, and advertisers can extend text ads, multimedia ads, product ads, and vertical ads to the new Bing chatbot without creating a separate ad delivery plan.
While campaigns run through Bing search will automatically expand to the chatbot, advertisers cannot currently place ads exclusively through the Bing chatbot. Advertisers will receive a separate report on the new Bing ads, and Microsoft will aggregate the performance of all search ads and send them to advertisers. The number of daily active users of the new Bing has reached 100 million, according to Dennis Westerbeek, senior digital marketer at digital agency Adwise, who participated in Microsoft Advertising’s roadshow event in Amsterdam.
However, agency sources have raised questions about how Bing chatbots will enable ad targeting. It is not clear whether the ads users see are based on search keywords, users’ own data, or content generated by artificial intelligence in chat results. Microsoft declined to comment. Microsoft hopes to use the outside world’s attention to the new Bing and OpenAI to promote commercial realization. Microsoft has previously said that every percentage point increase in this market share can bring in $2 billion in search advertising revenue. Google is also working on its own AI conversational search called Bard.
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