Shulou(Shulou.com)11/24 Report--

On the afternoon of March 14, Beijing time, Microsoft has begun to show advertisers what the ads of Bing search engine, which is backed by AI chatbot, will look like. At present, Microsoft is exploring new sources of revenue around generative artificial intelligence chat robots.

Over the past month, Microsoft has been holding roadshows around the world and holding private meetings with advertisers and advertising companies to showcase the ad form of its tested ChatGPT version of Bing search, according to advertising industry sources.

Compared with traditional search engines, New Bing encourages users to give more input through dialogue. In addition to returning a search results page made up of a list of links to the site, New Bing can also answer questions or complete tasks in a concise way through artificial intelligence chatbots, such as "planning a trip to Rome". Or "recommend a three-course dinner menu".

Users will also get an annotated answer when comparing different products, which indicate the source of the information. Sources involved in the roadshow said that these notes can be clicked, and the links that jump can be advertisements, which will be marked if they are advertisements.

According to sources from advertising companies, advertisers are not yet able to place ads exclusively through Bing chatbots, but advertising campaigns carried out through Bing search will automatically be extended to chatbots; at present, there will be no separate reports on new Bing ads, and Microsoft will summarize the results of all search ads and send them to advertisers.

Another advertising executive said text advertising, multimedia advertising, product advertising and vertical advertising could all be extended to the new Bing chat robot, and advertisers did not need to create separate advertising plans.

Sources from the advertising company said that there are still many unanswered questions about how Bing chatbot will achieve advertising targeting. For example, it is not clear whether the ads seen by users are based on search keywords, users' own data, or content generated by artificial intelligence in chat results.

Dennis Westerbeek, a senior digital advertising salesman at Adwise, a digital advertising company, was very excited when he saw the new Bing ad. He participated in Microsoft Advertising's roadshow in Amsterdam, the Netherlands. The number of daily active users of New Bing has reached 100 million, he said. "this shows that users are turning to Microsoft, giving advertisers the opportunity to reach more potential users through the Microsoft platform."

Microsoft declined to comment.

Microsoft hopes to use the attention paid to the new Bing and OpenAI to drive business cash. Currently, the $112 billion search market is dominated by Google with a market share of more than 80 per cent. Microsoft has previously said that every 1 percentage point increase in market share generates $2 billion in search advertising revenue. Google is also developing its own AI conversational search Bard.

Microsoft also believes that artificial intelligence technology can lead to more personalized search results and improve the relevance of ads, so the company can charge higher prices for new Bing ads. Philippe Ockenden, vice president of Microsoft Finance, said on a conference call with analysts last month: "although users may see fewer ads, these ads are of higher value to advertisers."

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