Google and Microsoft have drawn concerns from digital marketers for including ads in their AI experiments without giving brands the chance to opt out. Advertisers are worried that their products and services could be advertised next to unsuitable content, potentially damaging the reputation of their brand. Google revealed its new Search Generative Experience would use existing search ads in its experiments, though it will closely monitor the performance of ad placements. Microsoft has been testing ads in a new Bing AI chatbot, but despite worries from advertisers, searchers are reportedly giving it the thumbs up. The tech companies have both said they are taking on board feedback from advertisers, but the experiments will still not be opting out.