Microsoft Advertising will make AI Max for
Search campaigns available as an open pilot in May, using artificial intelligence (AI) to improve Search campaign performance and visibility through expanded query matching, asset personalization, and
smarter URL routing.
The platform will expand query matching and personalize ads for delivery across AI platforms including Copilot and Bing.
Microsoft Advertising will also launch
“Offer Highlights” -- new ad formats that surface key selling points such as free shipping directly within AI conversations.
During an online presentation, James Murray, global
product marketing lead, generative AI at Microsoft, provided details about the platforms and tools. He said all are aimed at helping advertisers remain visible and competitive as AI agents
increasingly drive discovery and purchasing decisions.
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Specific to brands, guardrails such as brand inclusions, term exclusions, and messaging constraints will provide transparency with
search terms and asset reporting, allowing advertisers to see how AI drives results for campaigns.
"Term exclusions" will launch first, followed by "messaging constraints."
Advertisers
will have an option to tell the platform how the message about a product should appear.
For example, advertisers should never imply that the product is low cost or cheap or use superlative
language, and should ensure that every word in a headline is capitalized, Murray explained.
Microsoft also introduced "Offer Highlights" today -- an advertusubg experience that enables brands
to promote key product differentiators in the context of Copilot conversations.
Beyond showing traditional ads below an AI response, these formats are delivering business information that
supports relevance and trust, enabling consumers to make better decisions.
For example, Copilot can highlight specific dimensions of an offer (or product) that matter most at a moment of
decision -- for example, free shipping or in-store pickup.
Over time, brands can highlight a broader set of benefits, adapting ads to the context of each conversation and query.