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Why Is Microsoft Edge’s New AI Feed Showing Me Ads I Can’t Remove?
Microsoft Edge is testing a fresh approach to its New Tab Page through a new “Copilot mode” that fundamentally changes how users interact with their browser’s starting point. This experimental feature replaces the traditional New Tab Page with a Copilot-powered compose box, allowing seamless switching between Bing search and Copilot search functionality.
What’s New in Edge’s AI-Powered Interface
The updated interface presents a cleaner, more spacious layout compared to previous versions. I noticed the design feels less cluttered when viewed on higher resolution monitors, with generous white space flanking the content feed. This represents a significant improvement over the cramped feeling of earlier MSN feed implementations.
The AI curation system works similarly to how Copilot manages content in Windows 11’s widgets board. Below the compose box, users encounter the familiar MSN feed, but now it’s intelligently curated by artificial intelligence rather than traditional algorithms.
The Advertisement Challenge
Here’s where things get complicated. The new system still incorporates sponsored content throughout the feed. These advertisements appear as tiles clearly marked with “sponsored” labels, but users cannot remove them while keeping the rest of the feed active.
I found several concerning limitations:
- No option exists to hide sponsored content selectively
- Users can report individual ads but cannot prevent future advertisements
- The advertising integration remains mandatory within the feed structure
AI-Curated Content Cards
Beyond traditional news articles, the system introduces Copilot-generated content cards that provide topic overviews based on web information. These cards feature prominent banner images and cite their sources at the bottom, creating a magazine-like browsing experience.
While these curated cards offer quick insights into trending topics, they add another layer of AI-mediated content that some users might find overwhelming or unnecessary.
User Control Options
Microsoft does provide some customization flexibility. Users who prefer a minimalist approach can disable the entire feed through the Settings menu. Simply click the Settings icon and toggle off the “Show feed” option to achieve a cleaner interface.
However, this all-or-nothing approach feels limiting. I would prefer granular controls that allow users to:
- Remove sponsored content while keeping news articles
- Disable AI-curated cards while maintaining regular feed items
- Customize content categories and sources
Current Limitations and Future Expectations
Since this feature remains in the testing phase through Edge’s Canary channel, the current control options are accessed via experimental flags rather than polished settings menus. Microsoft will likely introduce more comprehensive customization options before rolling this out to the stable browser version.
The company appears focused on creating a less distracting launch page experience, which this new layout partially achieves through its improved spacing and organization. Yet the mandatory advertising component undermines the cleaner aesthetic they’re pursuing.
Impact on User Experience
This update reflects Microsoft’s broader strategy of integrating AI assistance directly into everyday computing tasks. The compose box makes it easier to access both traditional search and conversational AI without navigating to separate websites.
For users who appreciate AI-powered content discovery, this change offers value through personalized article recommendations and topic summaries. However, those who prefer simple, uncluttered browsing experiences might find the AI integration excessive.
The testing phase will likely reveal user preferences and pain points that Microsoft can address before wider deployment. Based on current feedback patterns, I expect future versions will include more granular privacy and customization controls.