LinkedIn has a new artificial intelligence assistant in its self-serve ad platform that auto-generates campaigns, the company announced on Tuesday. The new tool represents the business-to-business platform’s first use of AI in its ad campaign manager and comes amid growing interest from marketers in using AI to guide their internet ads.

LinkedIn is positioning the generative AI ad assistant, named Accelerate, as a way to set up a campaign with a click. It’s also focused on B2B marketing, which LinkedIn considers its unique offering in a crowded social media landscape. LinkedIn is owned by Microsoft, which is a major investor in OpenAI, the company behind ChatGPT. Microsoft Advertising has already incorporated AI assistants, known as “co-pilots,” into its ad platform.

LinkedIn’s AI co-pilot is a chatbot based on OpenAI’s ChatGPT, like Microsoft’s technology, and it recommends campaign goals, budgets and audiences. The buyer can also chat with the assistant for help. “You can ask questions directly, such as ‘Why was this budget recommended? or ‘What are some best practices for targeting?’” LinkedIn’s Abhishek Shrivastava, VP of product, said in the announcement on Tuesday, “to gain insights into how to improve your campaigns. You can also connect to a live support agent.”

LinkedIn has already been rolling out AI features for its paying subscribers, including a bot that helps people create their profiles. Generative AI has become a phenomenon in the ad world, especially, this year. Agencies and brands are turning to platforms, including Google, Meta, Amazon and Microsoft, to use generative AI in campaign planning and creation.

Also read: Meta adds generative AI into its ad platform

For instance, last month, Microsoft released generative AI ad products in Bing’s AI chat, including what it called “conversational ads.” AI is taking brand assets already in Microsoft’s system and re-formulating that content for AI search-based ads. Google and Meta both have generative AI assistants and ad products.

LinkedIn’s new AI assistant generates ad copy and images based on a brand’s online content. The system looks at a URL, or web page, provided by the advertiser, and then arranges the creative assets. For now, the AI looks at one web page, examines the content and uses that for the creative. LinkedIn has received feedback from marketers that would like to feed the machine more of their online content based on more URLs, according to Penry Price, LinkedIn’s VP of marketing solutions, who spoke with Ad Age. More information from the brands’ websites could be used to create more dynamic ad campaigns.

“You simply need to provide a URL for the product you’re advertising,” LinkedIn’s announcement said. “We’ll then use AI to analyze the website you shared, your company’s LinkedIn Page and your account’s prior LinkedIn ads to recommend a campaign. Using this customer data, we’ll build creatives and an audience, allowing you to adjust copy, images and refine targeting parameters by adding inclusion and exclusions, like geography.”

LinkedIn opened the AI assistant to a select few ad agencies, including Brainlabs, Closed Loop, Speedwork Social, TEAM LEWIS and WebFX, which specialize in B2B marketing. LinkedIn plans to make the tool widely available next year, the company said.