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Microsoft has announced an AI-powered upgrade to Bing.
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The company is in talks with advertising agencies to establish a way to make money off the platform.
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Microsoft has demonstrated the new Bing to a major ad agency and is planning on adding paid links within responses to user queries.
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An ad executive shared this information while remaining anonymous.
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Microsoft has been testing ads in the early version of Bing, using current search ads and slotting them in the responses provided by Bing.
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The company has declined to comment on what it plans for the future of advertising on the platform.
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Microsoft has had recent difficulties in advertising Windows 11 and Microsoft 365 within the Windows operating system.
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Bing is expected to roll out to the wider public in the future.
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Microsoft's new Bing features AI to provide more relevant and helpful search results.
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The company hopes that Bing will become a more serious competitor to Google's search engine.