Microsoft is engaging in a high-stakes strategy to convert Google Bard users to Bing AI, one that relies on tactics the company has been criticized for.

Microsoft’s Bing AI, based on OpenAI’s ChatGPT, and Google’s Bard are two of the leading AIs vying for the same market. Microsoft jumped to a commanding lead, but the company is working to capitalize on it and gain ground against Google’s search dominance.

Part of that strategy involves showing a message to Microsoft Edge users when they visit Bard, asking if they would like to compare the results with Bing.

See also: Microsoft Angering Users With Overly Aggressive Edge Ads

Vitor de Lucca tweeted about the strategy with screenshots:

This isn’t the first time Microsoft has included advertising and other promotional messages in its products. In fact, the company has been steadily increasing the number of ads for its products throughout Windows, a practice that has been universally panned by critics and users alike.

It’s possible Microsoft’s strategy for combating Google Bard may work out, but it’s also possible it could alienate users and drive them into Google’s open arms.