Bing’s Increasing User Base with ChatGPT Integration: An Opportunity for Advertisers
The rise of Bing as a search engine may come as a surprise to many marketers who have long favored its competitor, Google. However, Bing has been steadily growing its user base since 2015 and is now attracting a new audience, thanks to its integration of ChatGPT into its search engine.
The introduction of ChatGPT has proven to be a game-changer for Bing. Its enhanced AI-powered search has not only attracted tech-savvy early adopters but has also captured the attention of young adults across all industries. Approximately a third of Bing’s new users now utilize the chat functionality on a daily basis.
This shift in user behavior presents a valuable opportunity for advertisers to tap into a fresh audience. Bing’s AI capabilities, powered by Copilot (formerly known as Bing Chat), can streamline advertisers’ processes by providing asset recommendations, aiding in content creation, and even functioning as a chatbot to address advertising-related queries.
According to Microsoft’s internal data, users’ intent on Copilot leans towards information seeking, making it a prime platform to trigger commercial ads. While Chat already supports popular search ad formats, Microsoft is focused on creating relevant and engaging user experiences. Early this year, Chat will begin testing bespoke conversational ads, starting with compare & decide ads that consolidate relevant product data into concise tables, enabling users to evaluate options swiftly.
Furthermore, Microsoft’s announcement of the Ads for Chat API offers publishers, apps, and online services the opportunity to customize their chat experiences with tailored ads. Social media giant Snapchat has already embraced this technology, integrating it into its My AI chatbot feature. With over 22 million Snapchat users in the UK, advertisers can now deliver pertinent content to users as they explore topics and seek real-world recommendations.
To solidify its position in the market, Microsoft rebranded Bing Chat to Copilot and released Android and iOS apps for wider accessibility. Copilot is also being implemented directly within the Microsoft Ads platform. This move showcases Microsoft’s ambition for the product as Bing’s connection to AI deepens.
As the field of generative AI continues to evolve, Bing’s association with AI promises to reach an ever-expanding audience. Marketers are urged to reconsider their marketing strategies and include Bing as a viable platform for their campaigns.
In conclusion, Bing’s growing user base, fueled by the integration of ChatGPT, presents an excellent opportunity for advertisers. With its AI capabilities, Copilot streamlines various advertising processes, introduces conversational ad formats, and offers customization options for publishers and online services. Marketers should take note of Bing’s current trajectory and capitalize on this expanding audience.
