In this talk, Jake will explore how large language models are reshaping user discovery and decision‑making, creating the biggest shift in paid media since the rise of search.

He will outline Microsoft’s central role in this change - through AI integration across Copilot, Bing, Edge, and Windows - and what this means for advertisers.

Jake will highlight how Microsoft Ads now delivers unique value beyond being a Google replica, showing where AI is redefining intent and unlocking incremental opportunities.

He will also explain how to use Microsoft Ads strategically alongside Google to drive stronger insight, greater incrementality, and future‑ready performance in an AI‑driven landscape.