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Microsoft Advertising partners with Baidu Global for new AI experiences in Baidu Global Keyboard

November 14, 2023
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Generative AI is a game changer across every aspect of a company’s business and Microsoft Advertising is passionate about driving that discovery process. We want to empower everyone to achieve more through generative artificial intelligence (AI)—and that means supporting online services, apps, and publishers in this new era.

Earlier this year, we announced our Chat Ads API, an ads solution to help partners innovate in their own engaging experiences and successfully launched two new partners.

Today, we’re thrilled to announce the launch of a new partnership with Baidu Global, the international AI business growth engine under the Baidu brand, a well-renowned global AI company.

Through this partnership—preparing rollout this year with a launch in early 2024—Baidu Global will use Microsoft Advertising’s Chat Ads API to serve highly relevant and engaging sponsored content recommendations to users of the Chat AI feature on its mobile keyboard, Baidu Global Keyboard. This will become available in the US, Canada, United Kingdom, and Australia markets.

Over the last decade, Baidu has made substantial investments in natural language processing (NLP), and Baidu Global Keyboard incorporates a variety of generative AI features.

For example, Baidu Global Keyboard taps into the power of applications to turn users’ images and photos into AI-generated stickers that can be leveraged across messaging platforms. Further, users can utilize its Chat AI feature to polish their messages and transform the tone and delivery of their messages.

Unlocking value for brands through sponsored content recommendations in Baidu Global Keyboard’s Chat AI

Sponsored content recommendations in Baidu Global Keyboard’s Chat AI.

With this new partnership, Microsoft Advertising and Baidu Global Keyboard’s Chat AI will enable advertisers using the Microsoft Advertising platform to:

  • Reach a high value audience demographic. Baidu Global Keyboard paves the way for advertisers to reach new target demographics, particularly in the US, Canada, UK, and Australia. Additionally, Baidu Global Keyboard is an app most commonly used among Gen Z. The partnership offers advertisers a unique opportunity to engage this valuable demographic.
  • Provide users with highly tailored content across multiple app environments. Unlike most mobile apps, which are constrained within their own platform, Baidu Global Keyboard has custom features depending on the app environment—whether a user is browsing the web, on social media, looking for caption suggestions for an Instagram post, or even shopping—giving advertisers the ability to reach users in a variety of scenarios on different app platforms with relevance to their location as well as topic search interest. This can equate to better purchase intent and conversion likelihood.
  • Offer richer personalization for desired audiences. Unlike other mobile apps, keyboards function across digital spaces and therefore have a fuller picture of user interests. With this partnership, Baidu Global Keyboard can continue to provide users with more relevant content experiences.

How to leverage this opportunity

Within your Microsoft Advertising campaigns, make sure all your ad groups settings have “The entire Microsoft Advertising Network” selected. Additionally, given the mobile opportunity with this partnership, ensure you have positive mobile bid modifiers to maximize your campaign outcomes.

Ad distribution settings within Microsoft Advertising campaigns.

What’s on the horizon

We’ll continue to identify ways to unlock the potential of generative AI to transform the advertising industry and bring value to advertisers, partners, and most importantly the people who use these transformative services.

We continue to listen to feedback from our advertisers and partners as we evolve our chat offerings to influence the next waves of innovation in generative AI.

If you’re interested in partnering, reach out to discuss your chat experience needs. We’re here to help whether you need both algorithmic organic results and ads monetization or ads monetization only.

Help us improve Microsoft Advertising

Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portal, in-product feedback, Twitter, or Instagram, and as always, contact Support.


  • Lynne Kjolso


    Lynne Kjolso

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