{"id":640597,"date":"2024-10-04T15:00:00","date_gmt":"2024-10-04T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/"},"modified":"2024-10-04T15:00:00","modified_gmt":"2024-10-04T12:00:00","slug":"how-ai-is-advancing-advertising-and-changing-consumer-engagement","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/","title":{"rendered":"#How AI is advancing advertising and changing consumer engagement"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a287066b7d7f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a287066b7d7f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#James_Murray_of_Microsoft_explains_how_AI-powered_search_engines_are_revolutionizing_users_interactions_highlights_the_opportunity_for_advertisers\" >James Murray of Microsoft explains how AI-powered search engines are revolutionizing users interactions &amp; highlights the opportunity for advertisers.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#The_expanded_search_box_A_gateway_to_nuanced_queries\" >The expanded search box: A gateway to nuanced queries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#AIs_Impact_on_search_capabilities\" >AI\u2019s Impact on search capabilities<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Understanding_true_intent\" >Understanding true intent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Evolution_of_AI_search_usage\" >Evolution of AI search usage<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#New_possibilities_for_users_and_marketers\" >New possibilities for users and marketers<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Expanded_capabilities\" >Expanded capabilities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Increased_efficiency\" >Increased efficiency<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Enhanced_advertising_opportunities\" >Enhanced advertising opportunities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Examples_of_marketers_leveraging_AI\" >Examples of marketers leveraging AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Implications_for_marketers\" >Implications for marketers<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#1_Quality_and_visibility\" >1. Quality and visibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#2_Hyper-personalization\" >2. Hyper-personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#3_Creativity_and_efficiency\" >3. Creativity and efficiency<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#The_future_Multimodal_AI\" >The future: Multimodal AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/how-ai-is-advancing-advertising-and-changing-consumer-engagement\/#Unlock_new_levels_of_creativity_efficiency_and_productivity\" >Unlock new levels of creativity, efficiency and productivity<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"James_Murray_of_Microsoft_explains_how_AI-powered_search_engines_are_revolutionizing_users_interactions_highlights_the_opportunity_for_advertisers\"><\/span>James Murray of Microsoft explains how AI-powered search engines are revolutionizing users interactions &amp; highlights the opportunity for advertisers. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nArtificial intelligence (AI) is revolutionizing consumer engagement and transforming the landscape of search, according to James Murray of Microsoft Advertising, who spoke at SMX Advanced.<\/p>\n<p>Here are the key points he raised in his presentation, exploring the paradigm shift in search <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> and its implications for advertisers and marketers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-expanded-search-box-a-gateway-to-nuanced-queries\"><span class=\"ez-toc-section\" id=\"The_expanded_search_box_A_gateway_to_nuanced_queries\"><\/span>The expanded search box: A gateway to nuanced queries<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Murray highlighted a seemingly small but significant change in search: the expansion of the search box:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWhat have we done or what has changed? Well, a lot has changed. In fact, we think that we have completely shifted the paradigm of what search means and what is possible with search.<\/li>\n<li>\u201cAnd I\u2019d say one of the biggest and most fundamental changes through AI is that we\u2019ve changed search from this to this. We\u2019ve made the box bigger.\u201d<\/li>\n<\/ul>\n<p>From:<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"334\" alt=\"Screenshot 2024 09 02 At 19.22.41\" class=\"wp-image-446202\" style=\"width:839px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-800x334.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-600x251.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-200x84.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-768x321.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41.png.webp 1505w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-800x334.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"334\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-800x334.png.webp\" alt=\"Screenshot 2024 09 02 At 19.22.41\" class=\"wp-image-446202\" style=\"width:839px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-800x334.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-600x251.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-200x84.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41-768x321.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.41.png.webp 1505w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p>To:<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"356\" alt=\"Screenshot 2024 09 02 At 19.22.46\" class=\"wp-image-446201\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-800x356.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-600x267.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-200x89.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-768x342.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46.png.webp 1450w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-800x356.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"356\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-800x356.png.webp\" alt=\"Screenshot 2024 09 02 At 19.22.46\" class=\"wp-image-446201\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-800x356.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-600x267.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-200x89.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46-768x342.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.22.46.png.webp 1450w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>This physical enlargement represents a fundamental shift in how users can interact with search engines. <\/p>\n<p>No longer confined to short keyword phrases, users can now express complex, nuanced queries that more accurately reflect their true intentions.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"424\" alt=\"Screenshot 2024 09 02 At 19.24.53\" class=\"wp-image-446203\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-800x424.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-600x318.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-768x407.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-1536x813.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53.png.webp 2048w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-800x424.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"424\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-800x424.png.webp\" alt=\"Screenshot 2024 09 02 At 19.24.53\" class=\"wp-image-446203\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-800x424.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-600x318.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-768x407.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53-1536x813.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.24.53.png.webp 2048w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>For example, instead of searching for \u201ccheap holiday Rome,\u201d users can now input detailed requests like:<\/p>\n<p>\u201cCould you provide a Rome weekend itinerary for a family of 2 adults and 2 children aged 6 and 4. We want a mix of historical culture and fun activities, and the kids want to eat as much pizza as possible.\u201d<\/p>\n<p>This level of detail allows AI-powered search engines like Microsoft\u2019s Copilot to understand context and provide more relevant, comprehensive responses.<\/p>\n<p>Murray said:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cUp until very recently, it has just not been possible in the sense that whilst we have always had the capability to put in these very large, very nuanced searches, the results that we get would often be confused or or just unintelligible.<\/li>\n<li>\u201cNow, we\u2019re in a situation where search through AI, through these new conversational capabilities, can actually not only understand a very complex query but can give us a meaningful reply that actually answers what we\u2019re looking for.<\/li>\n<li>\u201cSo this is an example within the Microsoft ecosystem of Copilot. And so you can see that it has taken what I\u2019ve given it, and it\u2019s actually started to put together an itinerary, going to the Colosseum, going to see various bits of what Rome has to offer.\u201d<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"440\" alt=\"Screenshot 2024 09 02 At 19.25.47\" class=\"wp-image-446204\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-800x440.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-600x330.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-768x422.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-1536x845.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47.png.webp 1547w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-800x440.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"440\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-800x440.png.webp\" alt=\"Screenshot 2024 09 02 At 19.25.47\" class=\"wp-image-446204\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-800x440.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-600x330.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-768x422.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47-1536x845.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.25.47.png.webp 1547w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-ai-s-impact-on-search-capabilities\"><span class=\"ez-toc-section\" id=\"AIs_Impact_on_search_capabilities\"><\/span>AI\u2019s Impact on search capabilities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Murray then explored the key advancement of integration of AI into search:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Synthesis and summarization<\/strong>: AI can quickly process and synthesize information from multiple sources, providing concise, relevant answers to complex queries.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"437\" alt=\"Screenshot 2024 09 02 At 19.29.01\" class=\"wp-image-446205\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-800x437.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-600x327.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-768x419.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01.png.webp 1517w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-800x437.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"437\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-800x437.png.webp\" alt=\"Screenshot 2024 09 02 At 19.29.01\" class=\"wp-image-446205\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-800x437.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-600x327.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01-768x419.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.29.01.png.webp 1517w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Murray explained:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIf we look at that example which I just gave (<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">trip<\/a> to Rome), we start with this very dense, rich and sort of multifaceted, query on the left.<\/li>\n<li>\u201cCopilot is able to simulate all of that information. But in the background, this would have taken us previously, in normal search, multiple iterations, multiple searches (see right) to pull together that same information. Whether it\u2019s looking for family activities or what to see, history tours, the best place to get pizza in Rome, and so on.<\/li>\n<li>\u201cAnd so what we\u2019re seeing is, that from a consumer perspective, this does a number of things.<\/li>\n<li>\u201cOne is that it enables people to say what\u2019s on their mind, but it enables them to get to answers quicker.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-understanding-true-intent\"><span class=\"ez-toc-section\" id=\"Understanding_true_intent\"><\/span>Understanding true intent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>AI-powered search engines aim to understand the underlying question behind a query, going beyond literal interpretation to grasp context and user intent.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"435\" alt=\"Screenshot 2024 09 02 At 19.30.40\" class=\"wp-image-446206\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-800x435.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-600x326.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-768x417.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40.png.webp 1530w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-800x435.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"435\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-800x435.png.webp\" alt=\"Screenshot 2024 09 02 At 19.30.40\" class=\"wp-image-446206\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-800x435.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-600x326.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40-768x417.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-19.30.40.png.webp 1530w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Current search engines often provide broad, surface-level answers, but struggle to understand the deeper intent behind user queries. <\/p>\n<p>For example, when someone searches for \u201cCancun weather in March,\u201d the real underlying question might be about what to pack for a trip. <\/p>\n<p>Murray said that search engines should evolve to better grasp and address the true, more nuanced intent behind users\u2019 searches, rather than just offering basic information and related suggestions:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWouldn\u2019t it just be easier if we could say, \u2018can you just pack, and make me a packing list and organize it by which room in the house I\u2019m most likely to find those items?\u2019<\/li>\n<li>\u201cAnd to showcase how that can come to life and the reality of how we can get to the underlying question where we don\u2019t have to read between the lines anymore because when people can actually ask what\u2019s truly on their mind, and we can give them a sensible answer.<\/li>\n<li>\u201cIt allows that freedom to be able to most relevantly match to what people are actually asking for.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"442\" alt=\"Screenshot 2024 09 02 At 23.01.10\" class=\"wp-image-446207\" style=\"width:841px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-800x442.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-600x332.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-768x424.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-1536x849.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10.png.webp 1638w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-800x442.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"442\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-800x442.png.webp\" alt=\"Screenshot 2024 09 02 At 23.01.10\" class=\"wp-image-446207\" style=\"width:841px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-800x442.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-600x332.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-768x424.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10-1536x849.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.01.10.png.webp 1638w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<ul class=\"wp-block-list\">\n<li>\u201cAnd so, really, what we\u2019re seeing is this evolution of people being freed to ask the questions that they\u2019ve always wanted to but, you know, perhaps haven\u2019t felt comfortable of being able to do and the search engines being able to respond with much deeper, and much more nuanced and relevant answers.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-evolution-of-ai-search-usage\"><span class=\"ez-toc-section\" id=\"Evolution_of_AI_search_usage\"><\/span>Evolution of AI search usage<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Murray outlined three stages in the adoption of AI search tools:<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"435\" alt=\"Screenshot 2024 09 02 At 23.03.22\" class=\"wp-image-446208\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-800x435.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-600x326.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-768x418.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-1536x835.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22.png.webp 1596w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-800x435.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"435\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-800x435.png.webp\" alt=\"Screenshot 2024 09 02 At 23.03.22\" class=\"wp-image-446208\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-800x435.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-600x326.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-768x418.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22-1536x835.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.22.png.webp 1596w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<ol class=\"wp-block-list\">\n<li><strong>Initial curiosity<\/strong> (2023): Users explored the capabilities of AI tools, testing their limits and discovering new opportunities.<\/li>\n<li><strong>Knowledge and action<\/strong>: As users became more familiar with AI tools, they began to find new use cases and develop greater proficiency.<\/li>\n<li><strong>AI in action<\/strong> (2024 and beyond): Users are becoming increasingly comfortable with AI tools and are extracting tangible value from them in their daily lives and work.<\/li>\n<\/ol>\n<h2 class=\"wp-block-heading\" id=\"h-new-possibilities-for-users-and-marketers\"><span class=\"ez-toc-section\" id=\"New_possibilities_for_users_and_marketers\"><\/span>New possibilities for users and marketers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>He then took us on the journey of how the advent of AI-powered search has opened up new avenues for users and marketers:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-expanded-capabilities\"><span class=\"ez-toc-section\" id=\"Expanded_capabilities\"><\/span>Expanded capabilities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Users can now perform tasks that were previously impossible or time-consuming, such as generating content, analyzing data and writing code.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"452\" alt=\"Screenshot 2024 09 02 At 23.03.54\" class=\"wp-image-446209\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-800x452.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-768x434.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54.png.webp 1520w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-800x452.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"452\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-800x452.png.webp\" alt=\"Screenshot 2024 09 02 At 23.03.54\" class=\"wp-image-446209\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-800x452.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54-768x434.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.03.54.png.webp 1520w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<ul class=\"wp-block-list\">\n<li>\u201cLooking at the yellow bars here, we\u2019re also seeing an incredible amount of new things that just previously weren\u2019t possible.<\/li>\n<li>\u201cSo, coming up with new ideas and inspiration, summarizing content, which we\u2019ve just seen, being able to actually generate, write and draft content. But not only that, analyzing data and writing code.<\/li>\n<li>\u201cActually, the list of these capabilities is expanding all the time. And we talked about that idea of value as we\u2019ve moved from knowledge to action as the prompts that we put into some of these conversational experiences and the generative AI tools are getting more precise, we\u2019re getting to faster task completion, and people are really starting to extract value.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-increased-efficiency\"><span class=\"ez-toc-section\" id=\"Increased_efficiency\"><\/span>Increased efficiency<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Studies show that users can complete tasks and reach decisions up to 50% faster using AI-powered search compared to traditional search methods.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"411\" alt=\"Screenshot 2024 09 02 At 23.12.46\" class=\"wp-image-446210\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-800x411.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-768x395.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-1536x790.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46.png.webp 1653w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-800x411.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"411\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-800x411.png.webp\" alt=\"Screenshot 2024 09 02 At 23.12.46\" class=\"wp-image-446210\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-800x411.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-768x395.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46-1536x790.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.12.46.png.webp 1653w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<ul class=\"wp-block-list\">\n<li>\u201cBecause we\u2019re seeing that we\u2019re able to ask those more complex questions, more nuanced questions, and we\u2019re able to get to the answers quicker, what we [Microsoft] found is that on average, users take about half the time to reach a decision on Copilot compared to traditional search, and this matches up with other, tools as well.\u201d<\/li>\n<\/ul>\n<p>These are driving forward new ways of thinking and more efficient ways of being able to, you know, use engines for what we need them to do, which is ultimately get to the answers that I need, get that relevant information.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-enhanced-advertising-opportunities\"><span class=\"ez-toc-section\" id=\"Enhanced_advertising_opportunities\"><\/span>Enhanced advertising opportunities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketers can leverage these new search capabilities to create more targeted, relevant ad experiences for users in several ways.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Ads have already been incorporated in AI Search:<\/strong> Because of AI tools rapidly growing in importance, the search tools are already AI powered.<\/li>\n<\/ul>\n<p>Ads were built into the Copilot experience from day 1. Murray said if you\u2019re optimizing for your core search experience, you\u2019re also optimizing at the same time for the Copilot experience.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Best Practices<\/strong>: Advertisers should focus on creativity, especially visually speaking ads, image extensions, product feeds and multi<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> ad formats to improve click-through rates.\u00a0<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"448\" alt=\"Screenshot 2024 09 02 At 23.15.07\" class=\"wp-image-446211\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-800x448.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-600x336.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-768x430.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-1536x861.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07.png.webp 1554w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-800x448.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"448\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-800x448.png.webp\" alt=\"Screenshot 2024 09 02 At 23.15.07\" class=\"wp-image-446211\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-800x448.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-600x336.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-768x430.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07-1536x861.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-02-at-23.15.07.png.webp 1554w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>What Microsoft are doing is taking the same ad creatives and content that advertisers create for search, and are replicating them within the conversational experience as well.<\/p>\n<p>Murray highlighted the searcher has been transformed to deeper, more rich, engaging, conversations.<\/p>\n<p>The more that advertisers can make ads visual, whether that\u2019s using image extensions or some of the product feeds, or, new sort of formats like multimedia ads.<\/p>\n<p>The more visual you can make them, the more they will likely stand out and then, the better they\u2019re likely to get in terms of your click through rate.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-examples-of-marketers-leveraging-ai\"><span class=\"ez-toc-section\" id=\"Examples_of_marketers_leveraging_AI\"><\/span>Examples of marketers leveraging AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul class=\"wp-block-list\">\n<li><strong>Content simplification:<\/strong> AI is regularly used for rewriting complex product summaries for easier understanding. It also useful for simplifying technical information from engineers.<\/li>\n<li><strong>Tone adjustment:<\/strong> AI can help change the tone of ad copy to make it more <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roachable making serious content about cat trees more playful and fun. AI can generate multiple headline options, showcasing an understanding of context and even wordplay (e.g., cat puns).<\/li>\n<li><strong>Strategic analysis:<\/strong> Marketers can input their brand and competitors into Copilot, to get insights. AI can then perform complex tasks like SWOT analysis. This saves time and provides external perspectives on strengths and weaknesses.<\/li>\n<li><strong>Inclusive advertising:<\/strong> AI can help create more inclusive ad strategies such as analyzing customer challenges in car insurance. AI can suggest adjectives to address specific customer concerns and create a sense of safety.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"446\" alt=\"Screenshot 2024 09 03 At 00.51.49\" class=\"wp-image-446212\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-800x446.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-600x335.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-768x429.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49.png.webp 1527w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-800x446.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"446\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-800x446.png.webp\" alt=\"Screenshot 2024 09 03 At 00.51.49\" class=\"wp-image-446212\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-800x446.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-600x335.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49-768x429.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-00.51.49.png.webp 1527w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers\"><span class=\"ez-toc-section\" id=\"Implications_for_marketers\"><\/span>Implications for marketers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Murray highlighted three key implications for marketers in this new AI-driven search landscape:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-quality-and-visibility\"><span class=\"ez-toc-section\" id=\"1_Quality_and_visibility\"><\/span>1. Quality and visibility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ensuring high-quality, crawlable content is crucial for visibility in AI-powered search results. Tools like IndexNow can help keep content fresh and discoverable.<\/p>\n<ol class=\"wp-block-list\"><\/ol>\n<p>Murray suggests \u201crevisiting and thinking about your SEO strategy, making sure that all of your content is crawlable.\u201d<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-hyper-personalization\"><span class=\"ez-toc-section\" id=\"2_Hyper-personalization\"><\/span>2. Hyper-personalization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The detailed nature of AI search queries allows for unprecedented levels of personalization in ad targeting and content delivery.<\/p>\n<ol start=\"2\" class=\"wp-block-list\"><\/ol>\n<p>Murray clarifies here that this isn\u2019t a result of data collection, saying that being able to be detailed with answering questions is \u201cnot because we are being invasive in terms of how much data we can stack and track on what people are, doing and and the demographics of who they are.\u201d<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThis is simply by giving people the opportunity to explain what it is that they really want in detail. Through that conversation, the richer signals that we\u2019re able to get, the sort of depth that we are able to understand means that when we serve an ad, it is absolutely the right ad at the right moment for the right person.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-3-creativity-and-efficiency\"><span class=\"ez-toc-section\" id=\"3_Creativity_and_efficiency\"><\/span>3. Creativity and efficiency<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>AI tools can assist marketers in various tasks, from writing headlines to conducting SWOT analysis, fostering creativity and improving efficiency. It can even \u201cshowcase some blind spots that you might have in your creative campaign,\u201d Murray said.<\/p>\n<ol start=\"3\" class=\"wp-block-list\"><\/ol>\n<h2 class=\"wp-block-heading\" id=\"h-the-future-multimodal-ai\"><span class=\"ez-toc-section\" id=\"The_future_Multimodal_AI\"><\/span>The future: Multimodal AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Looking ahead, Murray touched on the concept of multimodal AI, which can process and generate content across various formats (text, image, video, audio). <\/p>\n<p>This advancement promises even more exciting possibilities for search and content creation.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWhere we\u2019re moving to is where we can have any output from any input,\u201d Murray said. <\/li>\n<\/ul>\n<p>He shared an example \u2013 a picture of a rocket launch. By feeding just the image and asking AI about it, AI was able to tell us the specific event depicted in the image.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"438\" alt=\"Screenshot 2024 09 03 At 01.18.22\" class=\"wp-image-446213\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-800x438.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-600x328.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-768x420.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-1536x841.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22.png.webp 1546w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-800x438.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"438\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-800x438.png.webp\" alt=\"Screenshot 2024 09 03 At 01.18.22\" class=\"wp-image-446213\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-800x438.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-600x328.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-200x109.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-768x420.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22-1536x841.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Screenshot-2024-09-03-at-01.18.22.png.webp 1546w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-unlock-new-levels-of-creativity-efficiency-and-productivity\"><span class=\"ez-toc-section\" id=\"Unlock_new_levels_of_creativity_efficiency_and_productivity\"><\/span>Unlock new levels of creativity, efficiency and productivity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The evolution of search in the age of AI represents a significant shift in how users interact with information and how marketers can reach their audience. <\/p>\n<p>Murray encourage us to notice the small things and, quoting Liz Vassey (an American actress):<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThe rewards are inversely proportional.\u201d<\/li>\n<\/ul>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/how-ai-is-advancing-advertising-and-changing-consumer-engagement-446200\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>James Murray of Microsoft explains how AI-powered search engines are revolutionizing users interactions &amp; highlights the opportunity for advertisers. Artificial intelligence (AI) is revolutionizing consumer engagement and transforming the landscape of search, according to James Murray of Microsoft Advertising, who spoke at SMX Advanced. Here are the key points he raised in his presentation, exploring&#8230;<\/p>\n","protected":false},"author":1,"featured_media":640598,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/SEL-Blog-2024-09-03T025917.509.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[70286,107942],"class_list":["post-640597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-microsoft","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=640597"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640597\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/640598"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=640597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=640597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=640597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}