Microsoft Advertising is joining forces with Baidu Global to launch innovative AI experiences in early 2024.

This partnership is set to leverage Microsoft Advertising's Chat Ads API, serving relevant sponsored content recommendations to users of the Chat AI feature in Baidu's mobile feature, Baidu Global Keyboard.

The service, set to roll out in the US, Canada, UK, and Australia, aims to provide advertisers on the Microsoft Advertising platform with a unique opportunity to tap into a high-value audience demographic, particularly Gen Z. This partnership, which was struck with the Baidi Global Opens business, is a strategic move designed to capitalise on the growing influence of this demographic in these countries.

Baidu Global Keyboard, known for its custom features tailored to the app environment, offers advertisers a unique opportunity to reach users in various scenarios across different app platforms. The platform takes advantage of substantial investments Baidu has made in natural language processing (NLP) over the last decade. This partnership is expected to enhance personalisation, as Baidu Global Keyboard will have a more comprehensive understanding of user interests.

One of the standout features of Baidu Global Keyboard is its incorporation of generative AI features. These include the ability to transform users' images and photos into AI-generated stickers that can be used across messaging platforms.

Microsoft said the capabilities will give advertisers an ability to reach new target demographics, provide users with highly tailored content across multiple app environments based on whether a user is browsing the web, on social media, looking for caption suggestions for an Instagram post, or shopping.

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