Microsoft is revamping its advertising experience on its Copilot platform, a personal AI assistant that’s meant to improve productivity and creativity, and help brands create campaigns for any channel.

The company has rolled out new tools to measure campaign performance as part of a broader effort to bring more brands into the chatbot advertising ecosystem. When serving ads, Copilot will also take into account the user’s entire session, rather than just the last prompt or question, as a way to improve ad relevance and accuracy. The bot will also provide a summary of how it chose to deliver the ads in order to make user interaction more natural. The appearance of the ad unit has also been updated, with less distracting information such as annotations and extensions.

All of these updates come as the tech giant unveils a larger redesign of Copilot aimed at making the platform more engaging. The new experience includes warmer colours and a customized home page based on query history. A new voice feature allows users to have conversations with the chatbot, while a new view feature allows the bot to see what’s on the user’s screen.

Other tech giants have also been updating their chatbots. Last month, Google introduced additional features in Gemini, designed at providing more targeted assistance. Meanwhile, Meta unveiled last week a suite of new Meta AI features, allowing users to speak with the bot and customize the voice they want to hear. The company also extended business chatbots to brands on WhatsApp and Messenger through click-to-message ads. With the update, businesses can set up chatbots with integrated advertising that talk to customers, offer support and facilitate orders.