Blog post
Introducing Image Animation and Performance Comparison for Better Creative and Richer Insights
Today, we are unveiling new updates to Copilot in Microsoft Advertising Platform, your AI assistant for digital advertising.
Image Animation eases video creation
Image Animation transforms your static images into eye-catching, scroll-stopping video assets with Copilot. In 2025, the average American spends an astounding 4 hours and 14 minutes per day watching digital videos.1 Advertisers are realizing that video ads are essential to reach their audiences, and Copilot in Microsoft Advertising Platform is making it easier to remain in the game.
Image Animation extends the shelf-life of your top-performing image assets while scaling your campaigns across Microsoft Advertising Network’s global portfolio of premium video publishers and online video placements.
Image Animation is now in pilot globally (except for mainland China) and is available through Ads Studio’s video templates.
Copilot multiplies asset generation with API
Some ideas inevitably end up on the cutting room floor. We run out of time, bandwidth, or resources to try something new. But with Copilot in Microsoft Advertising Platform, we’re unlocking new possibilities to explore untapped creative paths. That’s exactly what online travel agency Priceline did. Using our API, they built Copilot functionality directly into their proprietary ad platform. This helped build hundreds of thousands of customized creative assets for the huge volume of smaller cities, independent properties, event-specific travel moments, and upper funnel queries they simply couldn’t cover manually.
"Copilot in Microsoft Advertising Platform does the heavy lifting—scraping landing pages for our brand tone and terms, enforcing character limits, and generating quality ad copy across different products and cities. To date, we’ve seen a 10% lift in CTR thanks to the new ads produced by Copilot."
— Yetish Srinidhi, Senior Analyst – SEM, Priceline
We’re excited to share that we’ve also added Background generation, Display ad generation, Video ad generation, and Brand Kit to our generative AI capabilities available in our API, globally (except for mainland China).
Performance Comparison accelerates decision-making
Data is just noise until you understand what it’s trying to tell you. This is why we pioneered instant performance overviews and insights with our popular Performance Snapshot feature. Clients, like global media and marketing agency Carat, can easily see how their campaigns are performing from a conversation with Copilot.
"Copilot in Microsoft Advertising Platform helps me get performance reports and diagnose issues really quickly. What used to take 30 minutes, with Copilot, it goes down to 1-2 minutes."
— John Fraze, SVP, Paid Search, Carat US
We’ve added the following new Performance Comparison capabilities to help advertisers to derive more meaning from their data:
- Benchmark your performance against YoY, QoQ, MoM, WoW, or DoD results.
- Check how your A/B test is going by comparing test & control groups.
- See your performance over multiple months to send a quick campaign recap.
- Identify your top or lowest performing keywords, ads, ad groups, and campaigns to optimize your marketing strategy.
Performance Comparison is now generally available globally (except in mainland China).
Wrapping up
Unwrap success this holiday season with new capabilities in Copilot in Microsoft Advertising Platform. Join our upcoming webinar and follow Microsoft Advertising on LinkedIn to learn more about our generative AI releases.
[1] US Average Time Spent per Day with Digital Video Forecasts: eMarketer Forecast, June 2025 (emarketer.com).
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