[1/2] Google, Microsoft and Alphabet logos and AI Artificial Intelligence words are seen in this illustration taken, May 4, 2023. Microsoft is testing ads in the Bing AI chatbot, which began rolling out to users in February, by relocating some traditional search ads and inserting them into the AI responses, the company said. In a May interview, Google’s general manager of ads, Jerry Dischler, said the tech company would also use existing search ads to experiment with ad placements within the AI search snapshots, an early-test feature called Search Generative Experience that first became available last month. Microsoft and Google said existing guard rails on their search engines, including lists of blocked keywords to prevent ads from appearing on those queries, would also apply to their AI search features. Three ad buyers said they were concerned about Microsoft’s lack of transparency reporting, or reports that can show what search terms triggered a brand’s ads to appear in generative AI experiences, or how the ads performed versus traditional search ads.

---

Persons: Dado Ruvic, Google’s, Jerry Dischler, Jason Lee, Wells, Wells Fargo, Lynne Kjolso, Bing, ”, Samantha Aiken, Max, can’t, Kjolso, Sheila Dang, Kenneth Li, Matthew Lewis Organizations: Google, Microsoft, REUTERS, Reuters, MAGNA, Bing, Horizon Media, Thomson Locations: Anthropic, Corona, Wells Fargo, Dallas