Recently, Microsoft has used AI in an interesting way that could lead to a new use for the technology. Users have reported that when they searched for “Chrome” on Bing using Microsoft’s Edge browser, BingChat started to respond. On closer inspection, however, it soon became clear that the ‘response’ had nothing to do with Chrome and was actually an advertisement for Bing: A search engine that does more than search.
It appears that Microsoft is using artificial intelligence to serve Bing ads when people use Edge to search for information about “Chrome”. This search result is unusual and appears to be a test of a new feature. A number of media contacted Microsoft’s director of product marketing, Jason Fischel, about the issue. He said: “We often experiment with new features, UX, and behaviors to test, learn, and improve experiences for our customers. These tests are often brief and do not necessarily represent what is ultimately or broadly provided to customers.”
Microsoft has used similar strategies in the past. In February this year, Microsoft began running heavy advertising for its Edge browser when users were using Edge to download the Google Chrome browser. Now it seems they are still following the same strategy.
Microsoft’s creative use of AI creates new opportunities for the technology to evolve. Microsoft has created a new strategy for advertising within search results by using artificial intelligence. Users have reported that when they search for “Chrome” in BingChat using the Edge browser, the results are effectively advertisements. Although unrelated to the original search query, these Bing ad placements show the company’s openness to trying new things. Although this particular implementation has been disabled, Microsoft’s ongoing research into advertising techniques shows its commitment to improving the overall search experience for users. By pushing the boundaries of AI, Microsoft is laying the groundwork for cutting-edge developments in digital advertising and user engagement.
