When you conduct a search for AI tools like Gemini, ChatGPT, or Claude on Bing.com, Microsoft has implemented a promotional banner urging users to utilize Copilot instead. This tactic is a part of Microsoft’s ongoing strategy to divert traffic from competing platforms.
This approach is not unfamiliar; previously, Bing has discouraged users from opting for Google Chrome when searching for the browser on its platform, as well as directing users away from Google.com in similar searches.
Recently, Microsoft has extended this strategy to target AI competitors. If you set Bing as your default search engine, or simply visit Bing.com, searching for terms like ChatGPT, Gemini, or Claude will showcase a banner proclaiming, “Your Copilot is here.” This message subtly implies that users have already found the solution they need and do not require external options.
“Effortlessly ask questions, generate images, and handle tasks with Copilot, your reliable companion, ” reads the eye-catching banner on Bing.com.
Additionally, the banner includes an “Ask me anything”search bar, which directs users to copilot.microsoft.com instead of highlighting alternatives like ChatGPT. For individuals who may not be tech-savvy, this discouragement to explore further is likely intentional.
While tech-savvy users may easily navigate away from these banners to access ChatGPT.com or Gemini, casual users may unwittingly accept these tactics at face value.
Despite being a newcomer in the landscape of AI assistants, Copilot has proven to be an effective tool for many users. This means that those who fall for Microsoft’s promotional strategies might see no need to search for ChatGPT again.
According to tests conducted by Windows Latest, these promotional banners are embedded by Bing.com, functioning across various browsers, not just Microsoft Edge. While some users may encounter an expansive banner overtaking a significant portion of their screen, subsequent attempts to reproduce this effect have not been successful.
Interestingly, there exists a small “promoted by Microsoft” label positioned above the Copilot advertisement. However, its understated design may hinder casual users from noticing that they are looking at an advertisement. This subtlety contrasts sharply with the more obvious advertisements typically found on Bing. In comparison, can OpenAI or Google promote their AI offerings on Bing in the same manner? The answer is no.
Google’s Advertising Strategy for Gemini
It’s important to note that Microsoft is not the only player in the field employing aggressive marketing strategies. Google routinely promotes its AI initiatives, including Gemini, through ads on Google.com. Users of Microsoft Edge may also encounter pop-up ads while using the search engine.
Moreover, YouTube features banners that promote Chrome to users watching videos on Microsoft Edge. This prevalence of marketing tactics has become a standard practice within the industry.
The key difference is that Microsoft’s advertising technique is more explicit about targeting its rivals in the AI sector.
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