Microsoft is embarking on a new experiment by testing ads within the Start menu of Windows 11. The company hopes that this initiative will assist users in discovering new and noteworthy applications available in the Microsoft Store.
The trial is currently underway in the Beta Channel, accessible only to a select group of Windows Insiders who have installed Windows 11 Insider Preview Build 22635.3495. Microsoft emphasizes that these ads will exclusively appear on systems of Windows Insiders in the United States and will not be displayed on managed devices in enterprise environments.
The ads will be integrated into the Start menu’s Recommended section, situated alongside recently added apps and frequently accessed files and programs. Users participating in the test phase have the option to disable these ads by navigating to Settings > Personalization > Start and toggling off the “Show recommendations for tips, app promotions, and more” option.
While this experiment marks a novel approach for Windows 11, it is not the first instance of Microsoft exploring ad placements within the operating system’s interface. In previous experiments, Microsoft introduced promotions for its products, such as OneDrive, in the Start menu’s sign-out flyout menu. These experiments, initiated over a year ago, have gradually evolved, with new “treatments” introduced to users who have installed the latest updates for Windows 11.
Microsoft has a history of testing various ad placements and promotions within Windows operating systems, including ads for Microsoft Edge in the Windows 10 Start Menu and Microsoft 365 Family subscriptions in File Explorer. Despite these experiments, Microsoft emphasizes that not all features tested with Windows Insiders may ultimately be released to the broader user base.
As Microsoft continues to gather feedback from Windows Insiders, users are encouraged to share their thoughts on the new Start menu ads. The company anticipates rolling out this experience to additional Insiders in the Beta Channel in the coming weeks.
