Bing Chat by Microsoft Initiates Ad Features
In Brief
Microsoft is set to introduce advertisements in its AI-enhanced chatbot, Bing Chat .
The company plans to share ad revenue with publishers whose content adds value to chat responses.
Microsoft's vision includes incorporating advertisements into its AI-enhanced chatbot, Bing Chat, as it seeks to lead the way in advertising within this emerging digital landscape.
In a blog post On Wednesday, corporate vice president and consumer chief marketing officer Yusuf Mehdi shared that the new Bing Chat, which has facilitated over 100 million interactions, is boosting user engagement and prompting discussions regarding its impact on traffic for content creators.
Mehdi outlined two primary objectives for Bing:
- Enhancing traffic to publishers utilizing Bing's advanced features, and
- Increasing earnings for publishers. Microsoft aims to achieve this through innovative features like chat responses and aim to lead the future of advertising in these digital platforms.
Bing Chat already supports publishers by integrating citations linked to sources within chat responses, along with additional citations appearing underneath results for users looking to learn more. Microsoft intends to take this concept further by incorporating ads as citations to distribute ad revenue with partners whose content enriched the chat.
While some may worry about the potential for advertisers to manipulate responses that include ad citations, this represents a noteworthy win for publishers whose content is often echoed by massive language models without proper credit. For example, ChatGPT fails to cite sources or share revenue with the original content creators.
The company is also searching for new features for publishers, which includes engaging with over 7,500 Microsoft Start partner brands (a mobile app showcasing news curated by MSN editors). Some initial concepts the company is brainstorming include:
- A more interactive hover effect that reveals additional links from a publisher when users hover over a specific link, boosting traffic to that publisher’s website.
- An engaging preview of licensed content from Microsoft Start alongside the chat answer, which aims to encourage user interaction with content on Microsoft Start while sharing ad revenue with the content partners.
"Recently, we engaged with some partners to brainstorm ideas and gather insights on how we can continue offering content in a way that benefits traffic and revenue for our collaborators,\" Mehdi noted in the blog post .
During a conference call on February 7, Phil Ockenden, the finance chief for Microsoft’s divisions dealing with Windows, devices, and search revealed that every 1% increase in search advertising could equate to a potential $2 billion in revenue. Still, it remains unclear how much revenue this platform could generate from advertisements and whether users will accept ads in Bing Chat.
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