Microsoft launches the new AI-enhanced Bing, influencers begin to discourage overconsumption, and Behr Paint successfully collaborates with popular DIY influencers.
Amid the recent artificial intelligence explosion, Microsoft announced a new AI-supported version of its search engine, Bing. Fueled by an upgraded form of the same technology as ChatGPT, results for the new and improved search engine will now include traditional search results powered by real-time data along with summarized answers (similar to Google snippets) with a more conversational tone. The update also includes a new chat experience that allows users to use more natural language with their searches.
And if you’re feeling creative, Bing + AI can be used to help you write stories, social posts and more with the help of some prompts. During a press event last week, a Microsoft executive used the tech to compose a five-day itinerary for his family’s trip to Mexico and determine if a loveseat could fit in the back of his car. Within 48 hours of the announcement, 1 million people had signed up for the waitlist to try this language AI model.
Microsoft will also add AI to its Edge browser, with plans to introduce chat and compose features. According to an anonymous source, the tech giant is laying the groundwork for companies, schools, and governments to create their own custom versions of ChatGPT.
While the AI-enhanced search engine is earning praise for how it could help with everyday tasks in our personal lives, it also raises questions about its implications in a marketing context. If in-depth, elaborate answers are provided for your queries in lieu of shorter snippets with links that lead to precise answers, will it result in fewer clicks? Will a reduction in clicks mean less traffic and lower ROI for your content? Neither Microsoft nor Google have addressed these concerns, but digital marketers should carefully consider these issues as the AI revolution continues.
TL;DR: Microsoft lifts the veil on its new AI-powered version of Bing. The enhanced language AI model could make daily tasks easier, but it raises questions about its SEM implications.
TERMS TO KNOW: DEINFLUENCING
We’re used to popular social media influencers with huge followings pushing brands and products to their audience. This trend only increased throughout the pandemic when time spent on social media and online shopping skyrocketed. Now, the tides are beginning to turn with the rise of deinfluencing.
What’s deinfluencing? We’re so glad you asked. Rather than brazenly hawking products, popular influencers are getting candid about what brands and products to avoid, calling out those they deem ineffective, overhyped or of poor value. On TikTok, #deinfluencing has racked up more than 166 million views.
In between influencers’ remorseful remarks, people are speaking out about the futility of overcompensation and its dangers to the environment and economy. Ongoing inflation and the threat of a recession is also fueling the drive to spend less.
While we don’t expect influencers to completely stop pushing products, this pivotal trend is a good reminder to avoid getting distracted by the latest shiny object and instead focus on providing valuable content.
WHAT LIT US UP
BEHR-Y GOOD CONTENT
Even with deinfluencing on the rise, the power of influencers, particularly on TikTok, is undeniable. These social media stars’ particular brand of user-generated content continually delivers great results. With its TikTok competition series, “To DIY For,” Behr collaborated with popular home decor influencers to connect with millennial homeowners.
The influencers were challenged to refurbish furniture and rooms and share their results on TikTok. Behr also positioned itself as a DIY coach with its own videos featuring design ideas, answers to common renovation questions, and advice for home projects. The videos generated more than 100 million views. Behr also saw a 66% increase in followers on the platform.
The campaign effectively demonstrated the brand’s value by showing how its products could transform rooms. It also set Behr up as a go-to DIY home renovation resource. By interacting with its audience on a more personal level, Behr exemplified excellent customer service and outreach.
Amid the deinfluencer trend, choose your partnerships wisely. Work with creators and influencers that are a good fit for your brand, and don’t just use them to sell products or services. Instead, focus on informative, interactive content to engage your audience and build brand trust.
TL;DR: Behr Paint’s Tik Tok competition series yielded massive success, boosting brand popularity among younger consumers. Use social media to provide your audience with interesting content they can use.
