Although Google still leads, by far, Bing is the second search engine by market share in the world. The only one that is able to look at the large Alphabet face to face and that is why it is postulated as a good alternative, or complement, for the investment of companies in search engines.

Cedric Chambaz, Marketing Director of Bing Ads for EMEA, has been in charge of giving a keynote at the Inspirational Festival of IAB Spain. The conference that has revolved around the next changes that the sector will experience as a consequence of the evolution of Artificial Intelligence.

Artificial Intelligence in Digital Marketing

Bing Ads is the product that Microsoft makes available to companies to carry out online campaigns in their search engine. From large corporations to small local businesses. Microsoft works closely with these companies to help them develop effective online strategies that result in increased business visibility with the cost-per-click (CPC) payment model.

In the keynote, Chambaz has shown that technologies such as science data and machine learning (artificial intelligence bases)  are not a substitute for human intelligence. Rather the complete opposite. They are tools for marketers to use and can carry out innovative ideas for a new generation of users more demanding.

Bing Predicts and Cortana

Although not always on target, Bing Predicts is based on Microsoft Artificial Intelligence. And take full advantage of machine learning and data science to get your predictions about any upcoming event. Chambaz further notes that "if you are able to predict the future, you are capable of altering it."

Bings Ads customers are already working with Cortana 's Artificial Intelligence, which is based on the Bing Predicts program and relies on human learning to be smarter day by day. The marriage of Bing and Cortana is one of the strengths of the company of Redmond, thanks to their use they feed each other learning more and more about the users.