Marketers who use Bing Ads are now able to learn customers are thinking at every stage of their online journey through a new strategic partnership between Microsoft and Intent Lab. Intent Lab is a joint research unit of Performics and the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications that studies the motivations behind consumer purchasing behaviors.
Bing as been working to build up its artificial intelligence (AI) capabilities over most of the last decade. David Pann, general manager of global search business at Microsoft describe this attention to AI has given Bing Ads a “right to innovate” in a keynote discussion at SMX East last month. This partnership is another example of Bing Ads moving beyond strictly following Google’s lead in the paid search space.
“Search is a behavioral insights machine,” Bing Market Research Manager Kelli Kemery said in a blog post Thursday. This partnership uses AI to surface deeper insights about search and the customer journey. The Intent Lab’s Intent Scoring Algorithm shows what customers are thinking at each stage of journey.
“The words used in search queries can reveal the mindset and intent of the consumer, and this information can then be used to get in sync with consumers in their search and decision-making process,” said Kemery.
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