Microsoft and Bing are leading some of the industry’s most important innovations in artificial intelligence (AI), helping customers transform their marketing and making personalized marketing a reality. As part of these efforts, Microsoft has joined with the Intent Lab , a joint research unit of Performics and the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications. The Intent Lab is focused on improving the understanding of online consumer behavior and decision-making processes and identifying ways to strengthen brand relevancy and engagement. Search is a behavioral insights machine Designed to identify key consumer mindsets as the searcher progresses along the consumer journey, the Intent Scoring Algorithm by Performics has helped uncover several insights that can help customers better align their advertising to the consumer decision journey. For example, the algorithm helps us better understand the abstract thinking consumers empl