It unveiled several AI ad formats and tools today at its Advertising Accelerate event in the Dominican Republic, including Showroom Ads, an interactive split-screen experience that mimics in-store guidance, and branded AI agents that let brands engage directly in Copilot responses. It also introduced an “ad voice” feature to explain why certain ads appear in response to queries. Currently, Copilot ads are live in English, French, and German, with Spanish and Japanese set to launch this month.

“Copilot ads experience [is a] critical component of how we’re going to evolve our business,” Paul Longo, general manager, AI in Ads, Microsoft Advertising, told ADWEEK.

For advertisers, the shift in search represents both an opportunity and a challenge: the chance to speak to people more conversationally—but also the need to rethink traditional search-driven ad strategies.

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