Microsoft is rolling out a new ad format in the U.S. called Showroom ads, announced in May 2025, designed to bring a high-touch, conversational shopping experience into the Copilot environment.
Unlike traditional product ads that focus on specs and prices, Showroom ads give users a richer way to explore products.
This format lets people dive into features, compare options, and ask questions in a brand-guided setting that feels more like a virtual showroom than a static ad.
The experience is deeply interactive and powered by branded content, allowing companies to present their products in their own voice, within a dynamic AI-driven conversation. It’s a new approach to discovery that puts product depth and storytelling front and center.
Mercedes-Benz USA is one of the first pilot partners and is currently developing a Showroom ad to showcase the luxury and innovation of the Mercedes-Maybach.
If you are interested in trying Showroom ads, contact your account manager.
heck out the official announcement, which includes a video of the Mercedes showroom ad example: Brand agents and Showroom ads with Brava Fabrics and Mercedes-Benz USA.