Bing Chat is an AI chatbot experience from Microsoft based on the popular ChatGPT (version 4) Large Language Model (LLM) from OpenAI to offer similar responses to how humans will answer questions. It is integrated with Microsoft’s search engine, Edge browser, and mobile app for iPhone and Android users.
The chatbot allows users to ask real questions and get complete answers from various sources on the web. Using the Compose feature, users can also chat and create different types of content, such as emails, articles, ideas, or paragraphs.
Sainsbury-Carter, who joined Microsoft in February 2023 as the head of Bing Chat and Search Advertising, said that Bing Chat is not only a way to enhance the user experience but also a new opportunity for publishers to monetize their content.
“We want to drive more traffic and revenue to publishers who provide high-quality and relevant content for our users,” she said in an interview with Search Engine Land. “We also want to respect the user’s choice and control over their browsing experience. That’s why we are trying to balance ad load and user experience in Bing Chat.”
She explained that Bing Chat uses a variety of signals to determine when and where to show ads in the chatbot interface. For example, if the user is asking a question with a clear commercial intent, such as “Where can I buy an iPhone 14?” Bing Chat may show ads from relevant advertisers along with the answer. However, if the user asks a more informational or personal question, such as \”What are the best places to visit in California?” Bing Chat may not show any ads.
“We are constantly testing and learning from user feedback and behavior to optimize our ad delivery,” she said. “We want to make sure that our ads are useful and relevant for our users and that they do not interfere with their chatbot experience.\”
Sainsbury-Carter also said that Bing Chat is working closely with publishers to ensure they get proper attribution and compensation for their content. She said that Bing Chat always shows the source of information for each answer and provides a link to the original web page for users who want to learn more. She also said that Bing Chat shares a portion of its ad revenue with publishers who participate in its network.
“We value our partnership with publishers who create high-quality and trustworthy content for our users,” she said. “We want to support them and help them grow their audience and revenue through Bing Chat.”
She added that Bing Chat is always looking for new ways to improve its service and provide more value for users, advertisers, and publishers. She said that Bing Chat plans to introduce more features and capabilities, such as voice and video chat, personalized recommendations, social sharing, and more.
“We are very excited about the potential of Bing Chat as a new way of interacting with information and content on the web,\” she said. “We believe that Bing Chat can offer a more natural, engaging, and creative experience for our users while also creating new opportunities for our advertisers and publishers.”
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