Bing now shows ads at the top of AI Mode results, including in follow-up questions

Microsoft is showing ads at the top of Bing AI Mode results, the AI search mode previously called Copilot Search. Both regular search ads and shopping ads are appearing in that spot.

The first examples, featuring regular search ads, were posted by Sachin Patel. While trying to reproduce the results, Barry Schwartz, executive editor of Search Engine Roundtable, also found shopping ads in the same position, according to a post published on November 9, 2026.

The way the ads are labeled caught Schwartz's attention. "The sponsored labels in the Bing results are so faint that, at first, I didn't even notice they were ads," Schwartz wrote.

Ads in follow-up questions, too

The ads aren't limited to the initial query. They also show up in follow-up questions asked inside Bing AI Mode.

Google has a name for this format: multi-turn ads, meaning ads shown across the several rounds of a single conversation with search. On Bing, then, paid placements stay with users as they dig deeper into their question.

What this means for brand teams

For anyone tracking brand visibility in AI answers, the top of Bing AI Mode is now shared with search and shopping ads, follow-up questions included. And with sponsored labels that are hard to see, as Schwartz pointed out, the line between what is paid and the rest of the results becomes less obvious to searchers.