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{"id":1830,"date":"2023-06-15T21:00:48","date_gmt":"2023-06-15T21:00:48","guid":{"rendered":"https:\/\/cherylroll.com\/microsoft-conversational-ai-advertising-428289\/"},"modified":"2023-06-15T21:00:48","modified_gmt":"2023-06-15T21:00:48","slug":"microsoft-conversational-ai-advertising-428289","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/microsoft-conversational-ai-advertising-428289\/","title":{"rendered":"Microsoft on the future of advertising and conversational AI"},"content":{"rendered":"

Microsoft is reviewing different ways to implement conversational AI within the Microsoft advertising platform, Kya Sainsbury-Carter<\/a>, corporate vice president of Microsoft advertising, told Greg Finn<\/a> yesterday at SMX Advanced<\/a>. <\/p>\n

That’s one thing we learned yesterday from the keynote, which explored how conversational AI might radically change search marketing. <\/p>\n

From higher CTRs to increased ROIs to conversational AI making an appearance in ads for the first time, Bing Chat has been specifically designed to tackle universal problems experienced with traditional search, according to Sainsbury-Carter.<\/p>\n

Here’s a recap of the wide-ranging SMX Advanced keynote interview.<\/p>\n

Tackling traditional search issues<\/h2>\n
The new Bing, unveiled in February<\/a>, was designed to succeed where traditional search results can sometimes fail. <\/p>\n
\n
“The universal problem with traditional search is that billions of searches fall short of the mark. It can be hard at times to find the information that people are seeking, and so we launched Bing Chat to bring better search results and answers to complex questions,” Sainsbury-Carter said.<\/li>\n<\/ul>\n
Microsoft has worked on solving historic search issues by combining the power of large language models like open AIs with its own search index. <\/p>\n
\n
“This is to ensure we’re delivering results that are current, that are cited and, as I said, that are conversational,” Sainsbury-Carter said.<\/li>\n<\/ul>\n
The new Bing for advertisers: ‘so far, so good’<\/h2>\n
While it may be early days, Microsoft has confirmed that there have already been more than half a billion Bing Chat conversations since its launch, with more than 70% thumbs up for the answers it serves. <\/p>\n
In addition, people have created more than 200 million pictures with Bing Image Creator. <\/p>\n
Early data indicates great news for advertisers too, as Microsoft’s conversational AI is driving a higher click-through rate than traditional search, which is subsequently leading to increased conversions. <\/p>\n
\n
“It’s because the user journey is shortened, so there is a faster path to conversions. So far, so good, would be the summary here,” Sainsbury-Carter said.<\/li>\n<\/ul>\n
Sainsbury-Carter did not reveal any specific numbers. But she did reveal that increased CTR applies to both search results and ads, which is promising news for search marketers. <\/p>\n
In more good news for advertisers: Microsoft is working on more opportunities for advertisers to further boost user engagement, which could again result in an uplift in conversions. <\/p>\n
Conversational AI comes to Microsoft Ads<\/h2>\n
Sainsbury-Carter stressed that the company was committed to investing in integrating chat AI, noting that Bing Chat is “stronger than ever”. She added: <\/p>\n
\n
“We’re doing a lot of work to understand how we can use Chat to drive internal efficiencies to make sure our people are working on the highest valued, most complex work. So you know there’s the platform aspect of it and there’s the internal aspect of it – both of which we think are very meaningful.”<\/li>\n<\/ul>\n
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