FOCUS-Microsoft, Google 戦略 to 実験（する） AI search 広告s 困らすs some brands
By Sheila Dang
June 8 (Reuters) - Alphabet's Google and Microsoft are 挿入するing 広告s into AI 実験s without 供給するing an 選択 to 選ぶ out of 参加, an approach that has already rankled some brands and 危険s その上の pushback from the 産業, 広告 買い手s told Reuters.
The two tech 巨大（な）s are racing to 改造する their search engines with 人工的な 知能 that can produce written 返答s to open-ended queries. That 過程 will upend how advertisers reach 消費者s through 広告s on search results, a market that is 概算の to grow 10% to $286 billion this year, によれば 研究 会社／堅い MAGNA.
Microsoft is 実験（する）ing 広告s in the Bing AI chatbot, which began rolling out to 使用者s in February, by relocating some 伝統的な search 広告s and 挿入するing them into the AI 返答s, the company said.
In a May interview, Google´s general 経営者／支配人 of 広告s, Jerry Dischler, said the tech company would also use 存在するing search 広告s to 実験 with 広告 placements within the AI search snapshots, an 早期に-実験（する） feature called Search Generative Experience that first became 利用できる last month. Google said advertisers are 現在／一般に not able to 選ぶ out of the 実験（する）.
Both companies said they are in the 早期に 行う／開催する／段階s of 実験（する）ing 広告s in generative AI features and were 活発に working with advertisers and soliciting their feedback.
Some advertisers are 用心深い of their marketing 予算s 存在 spent on features that are 利用できる to a 限られた／立憲的な number of 使用者s, 広告 買い手s said. Advertisers typically also want to have 支配（する）／統制する over where their 広告s appear online and are 用心深い about appearing next to 不適切な or unsuitable content.
Microsoft and Google said 存在するing guard rails on their search engines, 含むing 名簿（に載せる）／表（にあげる）s of 封鎖するd keywords to 妨げる 広告s from appearing on those queries, would also 適用する to their AI search features.
The two companies have 注ぐd billions into generative AI, making it 決定的な to derive 歳入 from the 科学（工学）技術. That has 含むd 投資s in other AI companies, such as Microsoft´s multibillion-dollar bet on OpenAI, creator of the popular ChatGPT, and Google´s $400 million 火刑／賭ける in Anthropic, an OpenAI competitor.
'BLACK BOX'
実験（する）ing new 広告 placements without 伸び（る）ing 同意 from brands is a 関心ing practice for advertisers, said Jason 物陰／風下, (n)役員／(a)執行力のある 副／悪徳行為 大統領，／社長 of brand safety at Horizon マスコミ, a マスコミ 機関 that has worked with brands like 保険会社 GEICO and Corona beer. Another 広告 買い手 at a major 広告 機関 also said the practice was not considered 基準 in the 産業.
多重の large advertisers 一時的に pulled their 広告 spending from Microsoft in 返答, によれば an 広告 買い手 familiar with the 事柄. の中で them, 井戸／弁護士席s Fargo continues to keep some of its 広告 予算 off Microsoft, the person 追加するd.
井戸／弁護士席s Fargo did not 答える／応じる to a request for comment.
In an interview, Lynne Kjolso, Microsoft´s 副／悪徳行為 大統領，／社長 of 全世界の partner and 小売 マスコミ, said the company 目的（とする）d to make the introduction of the new Bing 広告 判型s as "seamless" as possible for advertisers, without creating more work for them.
Microsoft recently 開始する，打ち上げるd hotel 広告s in the Bing chatbot and is working to introduce 広告s for other 産業s, such as real 広い地所, she said.
The 関心s from advertisers also play in to a larger 緊張 as tech 壇・綱領・公約s ますます 申し込む／申し出 AI 解答s that could produce better results for advertisers but 要求する them to give up some level of 支配（する）／統制する over their 広告s.
"This is not the first time that Google and Bing have 拡大するd their 網状組織s while 制限するing 支配（する）／統制する for advertisers," said Samantha Aiken, a paid search 監督者 at marketing 機関 Code3.
For example, many in the 産業 consider Google´s 業績／成果 Max, a 道具 that uses AI to automatically find the best 広告 placements across 多重の Google 製品s instead of 要求するing advertisers to 始める，決める up different 広告 （選挙などの）運動をするs, to be an analytical "黒人／ボイコット box," she said, as the algorithmic models do not 公表する／暴露する how it 決定するs where to serve 広告s.
Three 広告 買い手s said they were 関心d about Microsoft´s 欠如（する） of transparency 報告（する）／憶測ing, or 報告（する）／憶測s that can show what search 条件 誘発する／引き起こすd a brand´s 広告s to appear in generative AI experiences, or how the 広告s 成し遂げるd versus 伝統的な search 広告s.
While Microsoft 代表者／国会議員s have been receptive to the 関心s, they have not 供給するd a timeline for when more transparency 報告（する）／憶測ing would be 利用できる, two of the 広告 買い手s said.
"Advertisers can´t just go in and pull the 報告（する）／憶測 to see how often they're showing (in the Bing chatbot)," said one of the 広告 買い手s, who requested anonymity to discuss 私的な conversations with a 商売／仕事 partner.
Kjolso said transparency 報告（する）／憶測s have been a 最高の，を越す request from 広告 機関s, and that Microsoft´s 製品 teams were "working on it with 優先."
"We are 絶対 thinking through what 付加 levers and 支配（する）／統制するs we need to be able to 供給する to advertisers," she said, 追加するing that sales teams were 活発に working with some brands to 静める any 関心s about where their 広告s are appearing.
Two マスコミ 買い手s from major 広告 機関s said there were questions about how the search 巨大（な）s would 妨げる 広告s from appearing on AI 返答s that 含む "hallucinations" or 誤った （警察などへの）密告，告訴（状）.
Bing´s Web （警察などへの）密告，告訴（状） can 行為／法令／行動する as a "grounding" 機械装置 for large-language models and 現実に 減ずる the 危険 of hallucinations, Kjolso said.
(報告（する）／憶測ing by Sheila Dang in Dallas; Editing by Kenneth Li and Matthew 吊りくさび)
