Microsoft is adding some new gen-A.I. features to Copilot, which the company dubbed “the everyday companion” in a blog post. Among these are A.I.-generated summaries of ad-campaign performance in the Microsoft Advertising platform.
The Five Most Key Takeaways from This Blog Post
- Microsoft continues to add to the Swiss Army Knife that is Copilot, specifically with some gen-A.I. features. In addition to the campaign-performance summaries, a conversational diagnostics tool will make it easier for businesses to manage campaigns. The gen-A.I. tool will offer insights into the campaigns’ set-up, account health, and potential problems. All of this can expedite decision-making in creating ad campaigns.
- The “performance snapshot” A.I. tool has natural-language conversations with users seeking specific details on campaign performance.
- One of Microsoft’s ambitions is for companies to be able to design their own custom copilots that can have conversations with users that steer them (the users, that is) toward purchasing products or services from the companies.
- Beyond Copilot, Microsoft is upgrading Bing to offer generative search results that feel like personalized answers to the search query.
- For business owners, Microsoft’s efforts represent the efforts by tech companies to make advertising on their platforms easier by handing much of the ad-campaign management to A.I.
Ad Voice
Here is another example of Microsoft’s use of gen-A.I. in its advertising efforts.
“Ad voice” is what Microsoft is calling a short generated introductory summary to the ad content that will be showing up below the responses in Copilot’s Search responses.
This ad voice will function as something like an A.I.-generated message from the advertiser, attempting to link for the searcher the response and the ad content supposedly relevant to the response.
Think of your interactions with Copilot Search, then, as like an informational conversation where suddenly your interlocutor pulls back a jacket flap to reveal a bunch of products for sale—you were talking to a salesperson this whole time.
Microsoft has detailed that it plans on making ads more interactive, and to create a more immersive conversational advertising experience.
How Is Microsoft’s Use of A.I. Benefitting Companies, and Itself?
Ultimately, the use of A.I. in advertising by Microsoft, which is not unique in this regard, is indicative of the A.I. applications that have several appeals for both business owners and the tech companies like Microsoft.
For business owners, the promise of A.I. in advertising is that less time will be spent on not just the creation of ads, but many aspects of advertising’s management, such as ensuring that launch dates are correctly set.
When much of the minutiae is taken care of by A.I., companies kind of get to enjoy a kick-your-feet-up-on-the-desk approach to advertising, where much of the heavy lifting is done by A.I. while the company, like a cigar-chomping suspender-wearing exec, orders the A.I. around.
For the tech company, this means that more businesses are likely to be interested in advertising through the tech company’s ads platform, since the level of grunt work involved will be lower than it traditionally has been.
Given the increasingly passive nature of using these A.I.-driven platforms, companies are also less likely to decide to cut ties with a given platform, so long as there is sufficient R.O.I. Why that is, is because it is not as if the company is pouring a whole lot of sweat equity into campaign management.
So, to iterate the point, there is indeed plenty of incentive for tech companies to create a more passive experience for businesses that are using the tech companies’ platforms.
And the better that the A.I. gets, the more readily businesses will pay to use these platforms that do much of the work of advertising for the business.
For all of us consumers (even if you are a business owner, you are still a consumer, after all), this will lead to much more exposure to ads that are of a much higher level of creativity and impression-generating than ads of yore.
Other Great GO AI Blog Posts
GO AI the blog offers a combination of information about, analysis of, and editorializing on A.I. technologies of interest to business owners, with especial focus on the impact this tech will have on commerce as a whole.
On a usual week, there are multiple GO AI blog posts going out. Here are some notable recent articles:
- For Businesses and Other Organizations, What Makes a Successful Chatbot?
- IBM Watson vs. ChatGPT vs. Gemini: How Will Each Affect Search Engines?
- Using A.I. to Find Resources for Business Owners
- How Would Restricting Open-Source A.I. Affect Business Owners?
- The EU’s A.I. Act Has Become Law: The Implications for Business Owners (Especially American)
In addition to our GO AI blog, we also have a blog that offers important updates in the world of search engine optimization (SEO), with blog posts like “Google Ends Its Plan to End Third-Party Cookies”.
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