From hype to execution: Why you need a conversational AI marketing plan now

This is why we created a new generative AI guide, which is meant to help advertisers succeed in marketing to and through today's emerging landscape of chatbots and agents.

What you need to do today

Conversational AI is shifting discovery from keywords to intent

Think about this: By 2027, 90 million people will rely on AI search as their primary tool (Statista).

Consumers are changing how they search. Instead of relying on keywords, people can search in natural language for things like, “What’s the best bistro restaurant near my current location that offers gluten-free menu options?” or, “What's the best clothing store near my current location that offers eco-friendly and sustainable fashion options?”

AI-powered search engines including chatbots and agents now prioritize intent and relevance over keyword-stuffed rankings. If you’re still optimizing for keywords alone, you’re missing out.

What can you do today to start optimizing for conversational AI search?

• Shift your SEO strategy to focus on conversational queries and AI-powered discovery by including intent-based keywords.
• Use structured data and natural language content to align with AI search engines.
• Optimize for voice and chatbot interactions, not just traditional search engines.

Ad personalization increases engagement and improves ROI

Customers expect hyper-relevant, real-time interactions made possible by AI-driven personalization.

Generative AI-powered chatbots can provide personalized information and recommendations based on what they know about a user’s context and the chat content. This extends to the inclusion of relevant ads during the conversation, too.

Greater relevance pays off. Internal data from Microsoft Copilot shows a 69% increase in click-through rates and an improvement in conversion rates.¹

How can generative AI (GAI) help you create better ads?

• Create multiple ad variations for different audiences and deeper personalization.
• Optimize messaging with AI-driven insights and adaptive targeting.
• Experiment with prompting, like the "Try a Different Tone" feature using Copilot in Microsoft Advertising Platform to help create more engaging copy and visuals.

AI chatbots and virtual agents save time and boost conversions

When every second counts, GAI can help. Microsoft 365 Copilot users report a 70% productivity boost and a 29% faster completion rate for tasks.² Marketers and advertisers are adopting GAI tools to save time, iterate faster, and accelerate time to market. According to the American Marketing Association, 85% of marketers using AI report improved productivity for tasks like content creation, writing, and visual storytelling.

What should you think about to implement GAI effectively?

• Create and even handle FAQs, lead qualification, and initial customer engagement.
• Use advanced prompting frameworks to refine chatbot responses and get better results from GAI tools.
• Optimize chatbots for inclusive language and accessibility.

The future of AI in marketing

AI isn’t just a tool for marketing teams anymore. It’s becoming a partner in helping teams with decision-making and campaign execution. The marketers who win in 2025 will be those who embrace AI now, experiment with emerging tools, and refine their workflows before the competition catches up.

Microsoft Advertising makes it easy to get started with our market-leading expertise and AI-powered tools designed to align with your business objectives. Download our new guide today and unlock the future of marketing with AI.