Performance Max is an AI-powered advertising product that automatically creates, places, and adjusts ads across Microsoft's network — covering Bing, MSN, Edge, Outlook, and partner websites — without requiring advertisers to manage individual placements. Advertisers provide their goals and creative assets; the AI handles the rest. It became globally available in March 2024.

First introduced in open beta in July 2023 and made globally available on March 5, 2024, Performance Max uses machine learning to test different combinations of advertiser-supplied headlines, images, and descriptions, then automatically serve the version most likely to result in a conversion for each individual viewer. The system uses predictive targeting to reach audiences the advertiser may not have manually identified. Some advertisers have noted limited manual control compared to traditional campaigns. As of January 2026, Performance Max ads also appear inside Microsoft Copilot, meaning the AI assistant itself now serves as an ad placement surface.