2. Conversational AI is reshaping search and buying behavior
Conversational AI is changing how people find, explore, and buy, often collapsing the entire customer journey into a single moment. Consumers are using conversational search to discover and decide, often bypassing traditional funnels entirely. While the fundamentals of good SEO remain key, there are new opportunities to explore beyond keyword optimization for expanding reach and discoverability.
Gartner predicts traditional search engine volume will drop by 25% by 2026 as chatbots and AI-powered discovery take over. Marketers who get ahead of that shift will have a major edge.
To prepare for AI-driven search discovery, brands need to optimize content and advertising for natural language and intent-based queries.
With greater context, GAI can infer search intent and serve up hyper-personalized results. Using tools like Bing Webmaster Tools helps advertisers better understand content opportunities and performance. Investing in conversational-AI friendly content, such as optimizing for natural language and intent-focused search terms, can help brands stay visible as search behavior evolves.
3. Ad campaign automation and personalization with Performance Max
AI solutions are also making it easier to optimize campaigns in real-time with targeted actions that impact conversions. Performance Max campaigns use automation to run across Microsoft’s entire network, dynamically adjusting creative, bids, and targeting based on performance.
You architect the strategy with assets, signals, and goals. Performance Max then dynamically creates and optimizes ads across Microsoft properties. Microsoft’s audience intelligence paired with ongoing A/B testing drives predictions about which ads, audiences, and creative could perform best.
Brands saw 1.7x higher CTR for their Performance Max campaigns when Copilot was present versus only using traditional search.1 So if your team is looking to scale up without overextending, Performance Max offers a high-impact way to do it.
4.AI takes the guesswork out of targeting high-value audiences
Microsoft Advertising leverages AI-powered audience intelligence signals to help you show your ads to the most valuable audiences, taking the guesswork out of targeting.
Our ecosystem offers access to more than 1 billion consumers, including many you won’t find on other platforms. As of December 2024, according to Comscore data in the U.S., Microsoft reaches 221 million people not on Pinterest, 125 million not on Instagram, and millions more not active on Google, Facebook, or Amazon.2
These users aren’t just different; they’re valuable. Microsoft’s internal data shows these audiences are 49% more likely to have high incomes and 20% more likely to make a purchase.3
By combining this extensive reach with AI-driven creative and audience targeting, you achieve more efficient spend and higher conversion potential. It’s not just about more impressions; it’s about better ROIs.
5. Future -proof your marketing: Start optimizing with AI and Microsoft Advertising today
You don’t need to overhaul your entire strategy to start seeing results. A few smart steps can help you begin experimenting and optimizing with AI right now:
- Ensure your brand shows up in conversational AI canvases with Ads in Microsoft Copilot, so you can connect with your customers in meaningful ways.
- Launch a Performance Max campaign and let automation do the heavy lifting, so your ads can show up across all Microsoft surfaces—including Microsoft Copilot, Bing, Edge, and more.
- Copilot in Microsoft Advertising Platform can help you manage and optimize campaigns, generate on-brand assets, and answer your various questions instantly within the platform.
- The key is to start small, test thoughtfully, and build from what works. If you’re not sure where to start, begin by identifying your biggest pain point, such as long waits for visual assets, and then start using AI to see measurable improvements there.
AI marketing tools are already delivering results across industries, and they’re designed to be accessible whether you’re a one-person team or managing global campaigns. With Microsoft Advertising’s AI-powered capabilities, you can get more done, reach better audiences, and turn insights into outcomes.
Want to dive deeper? Watch the full webinar on demand to see these tools in action.
If you are new to Microsoft Advertising, take advantage of a free consultation with our team of experts to help you set up an account or get started today.
