Microsoft launches AI Max for Search pilot on Bing and Copilot
Microsoft opened its AI ad‑optimization feature, AI Max for Search, to advertisers in May 2026. The pilot runs on Bing, Copilot Search and Copilot Answers and can reach 1.2 billion users each month across the Microsoft ecosystem. The system adds three capabilities: query‑expansion matching that automatically broadens advertiser keywords to capture purchase‑intent queries, asset personalization…
What you can do with it
AI at Work →Personalize ad assets with AI Max for Search
What you get You can route clicks to products.
Auto-expands keywords and picks best ad copy for each user.
- Who for
- marketers
- Cost
- Price not stated
- Effort
- minutes
Use it for
- Broaden keyword reach
- Personalize ad assets
- Route clicks to products
How to set it up · From the article
- Register product feed and promotion details in Microsoft Merchant Center.
- Enable AI Max for Search and configure Offer Highlights and guardrail settings.
- Monitor search‑term reports and adjust exclusions as needed.
Watch out Ads may show on unintended pages
Key points from the news
- AI Max for Search pilot began in May 2026 for Bing, Copilot Search, and Copilot Answers.
- Feature can reach 1.2 billion monthly Microsoft ecosystem users.
- Includes query expansion, asset personalization, smart URL optimization, and full search‑term reports.
For e‑commerce merchants, Microsoft advises using the Offer Highlights feature to surface free‑shipping or promotion details inside Copilot conversations, currently in English‑speaking regions with a rollout to Japanese expected later. Guardrail settings let advertisers exclude competitor brands, inappropriate terms, and enforce brand‑aligned messaging. Unlike Google’s offering, full search‑term reports are available from day one, and the final‑URL expansion risk requires regular monitoring. Microsoft notes its platform often delivers lower cost‑per‑click than Google Ads, making Bing a cost‑effective channel especially for B2B or desktop‑heavy products.
Strengthening E-commerce Traffic from Bing and Copilot Searches with Microsoft AI Max for Search: Operational Points for Offer Highlights Settings and AI-Enhanced Matching
note.com · 20 September 2026
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