Microsoft has officially announced the launch of a new advertising format — Showroom Ads, which transforms the traditional approach to brand interaction online. Instead of static banner ads with plain product descriptions, users can now explore products in a virtual showroom experience, as if visiting a real store directly from their smartphone or computer screen.
This feature is being introduced directly within Copilot, Microsoft’s proprietary AI assistant. Through the integration of Showroom Ads, users can not only view detailed product images but also ask questions in an interactive chat, learn about key product features, and compare options — all without leaving the current interface or navigating to external websites.
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The first brand to partner with Microsoft is Mercedes-Benz USA, which has already tested the format with its Mercedes-Maybach series. Users can view high-resolution images of the interior, dashboard, and exterior, while receiving personalized virtual consultations — almost like speaking with a real sales representative. The advertising experience becomes immersive: instead of simply informing, it engages, allowing users to ask questions and receive real-time responses.
This format represents a true breakthrough for advertisers. It allows brands not only to showcase a product but to create a meaningful experience — one that feels personal and memorable. Users no longer passively scroll past ads; they interact, remember, and return. Microsoft is inviting brands to join the pilot testing program by contacting their account managers. The company believes Showroom Ads is the future of advertising — one built on dialogue, engagement, and trust.
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