Microsoft and Kantar build LINK AI to optimize ad content

01 What happened

Microsoft says it worked with Kantar to build LINK AI Content Optimizer, an LLM-powered system that scores ads and recommends ways to improve them.

02 Key details

• The LLM-powered system scores ads, makes recommendations and helps generate variants for another round of scoring.
• Microsoft says the LINK AI output for Content Optimizer was simplified to six key dimensions, with scores added for individual scenes and images.
• According to Microsoft, LINK draws on 35 years of ad testing, with a database of 35 million consumer interactions and more than 260,000 ads.
• Microsoft reports that about 80% of requests failed in the first load test; prioritized queues and communication patterns with Dapr Workflow components raised the pass rate to 95% across thousands of requests.

03 Why it matters

The case shows how detailed asset scores and a combination of automated checks and expert feedback can support a repeated optimization cycle.

04 Who it matters to

Advertisers, advertising agencies and machine learning engineers.