New Microsoft Advertising Guide on How to Win When AI is Changing Everything

This guide provides essential insights into search's most dramatic transformation to date. As generative AI collapses the traditional path to purchase—making search more conversational, multimodal, and personalized—your old playbook is becoming obsolete. You'll find fresh data, strategic frameworks, and real-world examples to help future-proof your performance marketing approach in this new AI-driven search landscape.

What you'll learn

• How generative AI is fundamentally reshaping discovery, intent, and performance metrics
• The three major shifts transforming search today: conversational, multimodal, and personalized experiences
• Why traditional keyword targeting is no longer enough—and what's replacing it
• How to optimize beyond search results for AI interpretation across channels
• The five strategic imperatives to future-proof your performance approach
• Real-world results from brands succeeding in this new landscape
• A step-by-step breakdown of the new AI-driven customer decision journey

Stay ahead of the curve as AI transforms the search advertising landscape and take advantage of the opportunities it presents.