Microsoft Copilot has significantly impacted consumer purchase decisions by reducing the journey from nearly 30 days to just over 20 days. This acceleration indicates that Microsoft Copilot is influencing behavioral shifts and reshaping how businesses connect with their audiences.

The text highlights that multimedia ads in chat have seen triple the click-through rates compared to traditional search engine results pages. This suggests that multimedia ads in chat are more effective in engaging users and driving interactions.

Axel Springer is leveraging Microsoft's technology through several initiatives:

• Extending adtech collaboration to the US: Axel Springer will use Microsoft Advertising as their ad server solution in the US, integrating it with POLITICO and Axel Springer’s AdTech management layer "AdLib."

• Powering new AI experiences and monetization: They will pilot AI-driven chat experiences and use Microsoft Advertising’s Chat Ads API for generative AI monetization.

• Enhanced content offerings through Microsoft Start/MSN: Users will have access to more premium content from Axel Springer's journalistic brands.

• Microsoft Azure expansion: Axel Springer will utilize Azure AI capabilities and Azure OpenAI PTUs for scaling B2C GenAI productive use cases and migrate its SAP solutions to Azure.

Copilot in the Microsoft Advertising Platform is an AI companion for advertisers that aids in creating high-quality marketing materials. It guides users through campaign creation and provides answers to questions. It's designed to boost productivity, creativity, and provide real-time intelligent assistance for achieving advertising goals. Copilot is now integrated into various campaign creation flows and offers features like asset recommendations and an image creation tool.

In the coming weeks, Copilot in the Microsoft Advertising Platform will pilot the ability to summarize the performance of a specified campaign directly from conversational chat. Additionally, advertisers will be able to refine their existing image assets using generative AI, allowing them to showcase products in different contexts.