Microsoft’s Bing Chat, powered by OpenAI’s GPT-4, has been experimenting with placing ads in its responses. Although these ads are labeled as sponsored, it raises concerns about the direction search engines are heading. In this blog post, we will explore the recent development and its implications on the advertising model for search engines.
Ads in Bing Chat:
In a recent blog post, Microsoft confirmed that it is exploring the idea of placing ads in Bing Chat’s responses. Microsoft has also discussed other capabilities with its more than 7,500 Microsoft Start partner brands. While ads have been reported anecdotally for a few weeks, it is now clear that the sponsored responses are in the wild. Although they are labeled as ads, it’s not always clear what is being advertised.
The Need for Monetization:
Search engines and search agents need monetization, and it’s understandable that they will explore various options. However, the user should understand what is being advertised, and it’s not always clear in this case. Users have learned to distinguish ads from search results, but the new format of ads in chatbots raises concerns.
The Subtle and Subversive Form of Advertising:
This new advertising format may be more subtle and subversive, making it harder to distinguish ads from chatbot responses. Users may wonder whether the chatbot was paid to say what it said, leading to a lack of trust. It’s important to put more thought into how advertising can be better integrated without eroding trust and skepticism.
Conclusion:
Microsoft Bing Chat’s experiment with sponsored responses raises concerns about the direction search engines are heading. It’s essential to understand what is being advertised and ensure that the ads are clearly distinguishable from chatbot responses. While search engines need monetization, it’s crucial to put more thought into how advertising can be better integrated. This way, users can engage intelligently or disengage if they choose to do so.