Microsoft and Intent Lab partner to blend AI into Bing for marketing efforts

In June, Microsoft launched new artificial intelligence-powered visual search capabilities for Bing, letting you search the internet using your phone's camera. Now, the software giant is expanding the AI capabilities of Bing by incorporating AI-powered insights to search in collaboration with Intent Lab in an effort to help marketers align their strategy with online consumer behavior.

Microsoft announced its partnership with Intent Lab, the joint research unit of Performics and the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications. The goal of the tie-up is to understand consumer mindsets at each level of their buying experience online. The effort will take advantage of Performics' Intent Scoring Algorithm designed to help customers identify how to adapt their advertising strategy to consumer decision making.

Kelli Kemery, Market Research Manager for Bing Ads, wrote in a blog post:

The words used in search queries can reveal the mindset and intent of the consumer, and this information can then be used to get in sync with consumers in their search and decision-making process.

The algorithm also revealed that when advertising copy matches the consumer mindset, consumers are more likely to click on the ad and be open to its content. When consumers use search terms like "how" or "what" — which are considered abstract — they are more likely to click on an ad written using similar abstract language.

Microsoft is also set to hold a webcast on December 6 at 8 am Pacific Time to discuss consumers’ motivations behind their search queries and how to better connect with them.

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