Online advertising: Microsoft’s Bing Chat launches first tests

Microsoft’s search engine, Bing, has launched a new advertising feature called Bing Chat. The feature will enable advertisers to send promotional messages to users directly through Bing search results, similar to Google’s advertising platform, AdWords. Bing Chat is currently in the testing phase and has been rolled out to a select group of advertisers in the US.

How does Bing Chat work?

Bing Chat allows advertisers to create chat-like messages that appear in Bing search results. These messages can contain links to the advertiser’s website or products, as well as images and videos. Bing Chat will take users who click on the message to a chat-like interface where they can learn more about the advertised products or services and even initiate a conversation with the advertiser.

Bing Chat is powered by Microsoft’s bot framework, which enables advertisers to create chatbots that can answer common customer queries and provide personalized recommendations. Advertisers can also use the platform to collect customer feedback and insights, which can help them improve their products and services.

Why is Bing Chat important?

Bing Chat represents a significant shift in the way advertisers can reach potential customers. By delivering promotional messages directly through Bing search results, advertisers can target users who are actively searching for specific products or services. This can result in higher conversion rates and a better return on investment (ROI) for advertisers.

Moreover, Bing Chat’s chatbot functionality can help businesses automate their customer service and support operations. By providing customers with quick and personalized responses, businesses can improve their customer satisfaction levels and reduce the workload on their support teams.

What are the potential drawbacks of Bing Chat?

While Bing Chat presents several advantages for advertisers and businesses, it also raises some concerns. For example, users may find the promotional messages intrusive and disruptive to their search experience. Additionally, the use of chatbots may result in impersonal interactions, which can negatively impact customer satisfaction levels.

Furthermore, there is a risk that advertisers may use Bing Chat to spread misinformation or promote scam products or services. Microsoft will need to carefully monitor the platform and implement measures to prevent fraudulent activities.

What’s next for Bing Chat?

Bing Chat is currently in the testing phase, and Microsoft has not yet announced when it will be available to all advertisers. However, the platform’s potential benefits for advertisers and businesses suggest that it may become a significant player in the online advertising market.

Microsoft may also explore the use of Bing Chat in other areas, such as e-commerce and online customer service. By integrating the platform with other Microsoft products, such as Dynamics 365 and Teams, Microsoft could create a comprehensive solution for businesses looking to improve their online presence and customer support capabilities.


Bing Chat represents an exciting development in the online advertising landscape, with the potential to help advertisers reach their target audience more effectively and improve customer satisfaction levels. However, Microsoft will need to address the concerns around the platform’s intrusiveness and the potential for fraudulent activities. If these challenges can be overcome, Bing Chat could become a game-changer in the online advertising industry.