A short history

Microsoft was early to ads in AI chat. In March 2023 it said it was exploring ads in the Bing Chat experience that later became Copilot, and would share ad revenue with publishers5. In September 2023 it announced Compare & Decide ads, its first format built for the chat interface6. In 2025 it added Showroom ads, an interactive format that adapts to each user's questions, piloted with select advertisers2.

Where Copilot ads appear

Copilot search ads appear beneath the organic response in a labeled ad block. Copilot also explains in its own words why an ad is included, which Microsoft calls "ad voice"1. Offer Highlights, announced in April 2026, surface selling points such as free shipping directly in AI conversations3.

How to buy Copilot ads

  • Performance Max and Search campaigns in Microsoft Advertising are the entry points. Copilot is a placement, not a separate product1.
  • AI Max for Search expands query matching, personalizes ad assets and routes URLs more intelligently across Copilot and Bing. It opened as a pilot in May 2026 and was reported rolling out to all advertiser accounts globally from August 19734.
  • Controls: brand inclusions, term exclusions and messaging constraints, with search-term and asset reporting3.

Markets

Microsoft doesn't publish a single Copilot ads market list. Copilot ads were reported fully implemented in English, French and German markets in 2025, with Spanish and Japanese to follow2. AI Max's global rollout came without a per-market schedule4.

Timeline

  1. AI Max rolls out to all Microsoft Advertising accounts

    Microsoft began rolling out AI Max to all advertiser accounts globally, tied to conversational queries on Bing and Copilot (reported).4

  2. Microsoft announces AI Max for Search and Offer Highlights

    Microsoft Advertising said AI Max would open as a pilot in May, expanding ad matching across Copilot and Bing, and introduced Offer Highlights for AI conversations.37

  3. Microsoft adds Showroom ads to Copilot

    Microsoft introduced interactive Showroom ads designed for Copilot's chat interface, piloted with select advertisers.2

  4. Microsoft announces Compare & Decide ads for Bing Chat

    Microsoft introduced its first conversational ad format for the chat interface that later became Copilot.6

  5. Microsoft says it is exploring ads in Bing Chat

    Microsoft confirmed it was exploring placing ads in the chat experience that later became Copilot, and said it would share ad revenue with publishers.5