The company has long advertised its own products and services (Edge and Bing, but also OneDrive and Microsoft 365) in Windows 11's Settings app and in Windows Explorer, and it has tested them in the operating system's sign-in menu, too. The other problem, particularly regarding Microsoft, is ad fatigue.Īds are an inescapable part of the Microsoft experience, appearing across Windows 11's Search and Widgets menus, inside the Microsoft Store, and even on the lock screen you see before you log in to your computer.
It's hard to imagine that kind of content adding much value to Bing Chat for either users or publishers. But regardless of why they exist, displaying these kinds of articles adds little user value to Edge or Windows. The quality of these articles isn't necessarily Microsoft's fault this is just the kind of stuff that has thrived in the low-effort, SEO-driven, ad-supported media landscape.
But much more frequently, and especially if you're not signed into a Microsoft Account and you've made no effort to customize what your feeds look like, these areas are jammed with weird listicles, celebrity gossip, health care, and finance-related clickbait, and (in one case) major Star Trek: Picard spoilers.
Open up the default newsy home page in Edge or the Widgets menu in Windows 11, and you’ll often see some high-to-medium-quality news from reputable outlets displayed. The problem with the Bing Chat ads isn’t necessarily Microsoft’s stated intent-driving traffic to content creators-but what we already know about the kinds of editorial content and ads Microsoft chooses to highlight in its existing software and services. If AI chatbots make content creation less lucrative, there's less information out there for AI chatbots to sift through, making it even harder for them to do what they're trying to do. Sharing ad revenue with partners is an attempt to address a looming supply-and-demand problem for AI chatbots that dig through the Internet to find answers to user queries-someone needs to be making the content that Bing Chat uses to formulate its answers.
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