The digital marketing space is forever in flux and in such a market, advertisers are always seeking innovative ways to reach their target audiences. AI is just the latest (and perhaps greatest) string to be added to the bow and while it was once assumed Google or Meta would be the kingpins of AI, Microsoft are certainly clipping at their heels.
Copilot is a game-changer in the world of search and marketing and when coupled with Microsoft’s own Bing search engine it could potentially steal custom from Google by fundamentally transforming the way businesses engage with consumers.
The Copilot Revolution
Earlier this year, Microsoft launched the new AI-powered Bing, aptly named Copilot. Ostensibly a chatbot but with so much more under the hood than that simple title implies, this revolutionary tool aims to redefine how users search and find answers on the web.
It might use the same GPT-4 model as pretty much everyone else but the difference here is in how that model has been fine-tuned to act as a conversational guide. It is, effectively what we always wanted Ask Jeeves to be and as it gets smarter and smarter, the potential for marketers compounds exponentially.
Of course, it was once almost a given to dismiss Bing and put all your marketing eggs in Google’s basket almost by default but Bing has been growing steadily for the last 10 years, simmering over into a boil last year when Microsoft started integrating ChatGPT into its search engine.
This brought a major audience of early tech adopters over to the fold, with the AI chat function highlighted as the defining feature that set it apart from Google.
Enhanced Engagement and Relevance
Copilot opens new opportunities for advertisers to connect with consumers as they engage across the open web. Using generative AI, Copilot creates more relevant, visually rich, and immersive content that dynamically adapts to match advertiser goals and consumer intent. Whether it’s Text Ads, Shopping Campaigns, Multimedia Ads, or Hotel Price Ads, Copilot ensures that popular search ad formats seamlessly extend into the chat experience.
Conversational Ads: Compare & Decide
One of the unique opportunities Copilot offers is the ability to engage with consumers through Conversational Ads. These ads are designed specifically for chat interactions. For instance, Compare & Decide Ads address a common user request—to summarize options and contrast pros and cons. Imagine a user looking to buy a new car, considering various manufacturers and models. Compare & Decide Ads pull relevant data into a succinct table, allowing users to evaluate different options based on their preferred criteria.
Trust and Transparency
Copilot’s natural language conversations build trust with users. By providing relevant information and engaging in meaningful dialogue, advertisers can foster stronger connections. Transparency about data usage and privacy is crucial, especially in an era where users value their personal information.
The Future of Copilot
As Copilot continues to evolve, we can expect even more engaging experiences for advertisers. Imagine clickable links within podcast episodes or voice-activated calls to action. Copilot’s power lies in its ability to simplify and enhance the advertising experience, whether it’s content recommendations, quick access to help, or personalized interactions.
Copilot isn’t just an AI tool; it’s a literal co-pilot for advertisers, guiding them toward more effective and engaging campaigns. With Bing’s deepening connection to AI, its promise for reaching an incremental audience will only grow so marketers should think twice about neglecting Bing in their marketing strategies this year.
