AdExchanger AI In Ads – And Ads In AI
Aug 5, 2025
Paul Longo, GM for AI in Ads at Microsoft Advertising, shares insights into the transformative role of AI in advertising. He discusses integrating ads into conversational experiences and the impact of AI tools on creativity in advertising and screenwriting. The conversation highlights the rapid evolution of AI-generated ads, exemplified by a recent NBA finals campaign, and the balance between efficiency and potential job displacement. Longo also outlines Microsoft's future vision for AI-driven digital interactions and the innovative Co-Pilot technology enhancing user engagement.
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Screenwriting Meets AI
- Paul Longo is a hobbyist screenwriter whose screenplay was produced on the Hallmark channel called Meddling Mom.
- He used AI to co-write a screenplay and found AI saved time on scene descriptions but struggled with high-quality dialogue.
Two-Sided AI Ads Strategy
- Microsoft treats ads in conversational experiences and AI tools for advertisers as two halves of the same strategy.
- Ads in Copilot speed consumer journeys and AI tools reduce campaign optimization time significantly for advertisers.
Guardrails For Conversational Ads
- Microsoft insists conversational ads must be highly relevant, clearly labeled, and never influence organic results.
- Combining Copilot ads with search makes customer journeys about 30% faster and more tunnel-like.
