How AI Can Humanise the Online Experience
Computers have learned to communicate in our language. Now, AI is stepping up to create genuine emotional connections online.
By integrating AI into everyday digital interactions, marketers can cut through the noise and achieve both brand awareness and performance goals. Instead of viewing AI as a rival to humans, it’s more effective to see it as a collaborator—“humans plus machines.”
The Power of Getting Personal
The traditional marketing funnel is shifting. Consumer journeys are no longer linear and involve multiple brand touchpoints across various platforms and devices. Recent research shows UK consumers spend more time online than ever, with some demographics averaging over three hours daily.
People switch between search engines, social media, entertainment, and AI-powered assistants, engaging with brands an average of 6.1 times before making a purchase. Nearly 40% of shoppers move between devices during their buying process, and this jumps to 50% among 18–35-year-olds.
In such a crowded digital space, personalisation stands out. When done right, it can boost revenue by up to 40%. The goal is simple: don’t make consumers feel talked at—make them feel understood. Generative AI can help brands deliver that human touch online.
Imagine an AI-powered content platform for a busy working parent. It could offer personalised traffic updates, weather alerts, reminders, relevant podcasts, and even local deals—all curated to their interests. The more the AI interacts, the better it understands the user’s habits. This creates authentic opportunities for advertisers to become part of consumers’ daily lives.
Users who share data with AI platforms gain a sense of control. The AI anticipates their needs, eliminating the hassle of endless searching or scrolling. Instead, relevant information finds them effortlessly, freeing up time for what truly matters.
Accelerating the Funnel
For marketers, AI-powered platforms open multiple points for personalised engagement, helping brands become a natural part of consumers’ routines. Microsoft’s AI chatbot, Copilot, which integrates ads within its conversations, has achieved 69% higher click-through rates across all ad formats.
Moreover, users report greater satisfaction with ad quality and the landing pages they reach, with 69% fewer instances of clicking back. Thoughtfully placed ads in AI conversations can speed up the buying process by combining discovery, engagement, and conversion into one smooth experience.
The conversational nature of AI assistants changes online behavior from transactional to interactive, building trust and deeper engagement. Meaningful connections grow from good conversations—something AI is uniquely positioned to support.
Learn more about how chatbots and AI agents are shaping marketing strategies in Microsoft Advertising's latest playbook.
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