Microsoft Edge is once again redefining what users expect from a browser’s new tab page experience, this time with a major AI overhaul that places Copilot at the forefront. For years, Microsoft’s MSN feed has been a staple of Edge’s start page—a familiar mosaic of news, weather, finance, and targeted content accompanied by Bing’s ever-present search bar. Now, in its latest tests, Microsoft is experimenting not only with a sharper look but also with a more robust integration of artificial intelligence, fundamentally changing how content is curated and presented to users. The experience, however, is not without compromise, as advertising remains embedded, and user customization currently lags behind expectations.
Recent preview versions of Microsoft Edge, notably those under the Canary build, introduce a “Copilot mode” that replaces the traditional new tab workflow. When users open a new tab, a Copilot-powered compose box appears at the top—a visual signal that this is no ordinary search experience. Instead of choosing solely between Bing and the web, users are now offered Copilot search, marking Microsoft’s ambition to put generative AI front and center.
This change makes Edge stand out in an evolving market where browser makers are locked in a race to infuse AI into everyday web experiences. Where previously Edge’s approach was incremental, the latest changes signal a comprehensive integration: Copilot not only responds to search and composition tasks but also shapes the underlying content feed itself.
The streamlined interface supports a less distracting browsing experience. Unlike previous MSN feeds that leaned heavily on content density, the Copilot-infused design prioritizes focus, a move that aligns with modern design sensibilities favoring minimalism. So far, initial feedback indicates users appreciate the change in visual hierarchy. This, critics agree, is the direction Microsoft should adopt for Edge if the intent is to make new tab navigation genuinely productive and inviting.
This aspect—ads in the AI-curated feed—has been met with disappointment from power users and privacy advocates alike. In an era when browsers like Brave and certain Firefox builds promise an ad-light or even ad-free user experience, Edge’s persistent sponsored content feels out of step. The absence of an ad-removal toggle may also alienate users who value control over their start pages. Given that ad revenue is a primary driver for many free online services, Microsoft’s stance is understandable from a business standpoint, but clearly frustrating for those seeking a more pristine experience.
From a technological perspective, this real-time summarization capability is a clear demonstration of generative AI in action. It speaks to a future where browsers act as contextually aware digital assistants, distilling complex topics into digestible news items, complete with attribution—a move that helps mitigate concerns around AI “hallucinations” or misinformation. Notably, these summaries have so far been found to lean on reputable sources, although independent verification is recommended before taking any overview at face value.
It is worth noting that while the current iteration does label Copilot-curated cards, there is no granular control to disable only these AI-generated overviews while retaining the rest of the feed—another point of concern for users hoping for more customizability.
This is a welcome addition for those who despise the perpetual scroll of algorithmically chosen headlines and ads. However, critics note that this is an “all or nothing” solution. There is no way to turn off only certain elements, such as the Copilot-curated cards or sponsored content, while leaving the traditional MSN selections intact.
Currently, these settings can occasionally be controlled with experimental flags (developer toggles not visible in stable releases), suggesting that more granular options could become available in future updates. Microsoft’s track record with rapid iteration in Edge’s development cycle hints at possible user-requested features coming down the line. However, until such changes reach the stable channel, users are left with only partial control over their browsing environment.
Microsoft, clearly, is betting that the mainstream user will appreciate AI curation and value-added content summaries over raw privacy and ad-removal alone. This is a risk: while AI-generated overviews and “smart” cards can provide convenience, they may also increase the surface area for subtle behavioral nudges or information bubbles. In this context, Edge’s insistence on “sponsored” content, together with AI-powered recommendations, flirts with the boundary between curation and covert influence. Transparency, ongoing user education, and easier toggles to fine-tune content preferences are essential if Microsoft is to win and retain user trust.
Another noteworthy change on the horizon is the arrival of a new Quick Action mode. This experimental feature places Copilot search directly inside Edge’s address bar (omnibox), allowing users to invoke AI summarizations, calculations, or quick answers without ever opening a dedicated Copilot window. This reduces friction for users and further cements the Copilot brand as a core pillar of Edge’s user experience.
While Microsoft’s privacy policy is explicit about data collection, the company has historically offered only broad-strokes opt-outs (for instance, disabling personalized ads or deleting browsing history). The proliferation of in-feed AI summarization introduces a fresh layer of profiling: not only are user interests inferred from clicks, but now Copilot can potentially adjust curation algorithms in response to natural language queries or content composition patterns.
For privacy-conscious users, robust local control over data collection and AI usage is still a work in progress. The offsetting factor—greater context sensitivity and “smarter” recommendations—will appeal to many, but must be weighed against the reality that transparency is limited, and granular management of personalized content is not yet fully realized.
Notably, Microsoft has confirmed that Edge version 137 and later will surface new Copilot-powered start pages, though exact feature parity between internal tests and public releases is yet to be determined. Some features shown to preview users may never become generally available, or may launch in altered form depending on telemetry and user sentiment.
Importantly, side-by-side tests suggest the feature sets and layouts can differ significantly—what appears in one build may not in another, and not all experimental controls are synchronous across all Edge installations.
For the average user, these updates mean a potentially more useful, less cluttered, and smarter content feed—if they are willing to accept the ever-present tradeoff of targeted advertising and AI-shaped news over pristine start pages and pure control. For professionals and privacy advocates, the same changes highlight the importance of keeping an eye on how AI and data collection coevolve inside our browsers—pushing for ever more transparent, customizable, and opt-out-friendly experiences.
As Edge’s Copilot overhaul navigates its extended public preview, users should expect further changes driven by direct feedback. Microsoft’s challenge, and opportunity, is to strike the right balance: offer powerful, intelligent, and genuinely helpful curation without sacrificing user agency or trust. If it can deliver on that promise—perhaps even by pioneering paid ad-free tiers or more granular feed controls—Edge may secure its spot as the most forward-thinking browser for the modern web.
For now, Edge users tracking the Copilot Labs rollout should keep a close watch on release notes and experimental flag changes, as these will be the early indicators of how soon the broader public will get access to, and control over, this new AI-first browsing paradigm.
Source: Windows Latest Microsoft Edge tests AI-overhauled MSN feed with ads, but you can turn it off
The New Copilot Mode: A Big Step in Browser AI
Recent preview versions of Microsoft Edge, notably those under the Canary build, introduce a “Copilot mode” that replaces the traditional new tab workflow. When users open a new tab, a Copilot-powered compose box appears at the top—a visual signal that this is no ordinary search experience. Instead of choosing solely between Bing and the web, users are now offered Copilot search, marking Microsoft’s ambition to put generative AI front and center.This change makes Edge stand out in an evolving market where browser makers are locked in a race to infuse AI into everyday web experiences. Where previously Edge’s approach was incremental, the latest changes signal a comprehensive integration: Copilot not only responds to search and composition tasks but also shapes the underlying content feed itself.
Layout Refresh: Spacious, Clean, and Less Cluttered
Aesthetically, the AI-powered MSN feed shows clear improvements over past layouts. Side-by-side comparisons between the stable and experimental builds highlight a notable reduction in visual congestion. Users on high-resolution displays, such as 2K monitors, benefit from abundant empty space flanking both sides of the feed, making headlines and cards easier to scan.The streamlined interface supports a less distracting browsing experience. Unlike previous MSN feeds that leaned heavily on content density, the Copilot-infused design prioritizes focus, a move that aligns with modern design sensibilities favoring minimalism. So far, initial feedback indicates users appreciate the change in visual hierarchy. This, critics agree, is the direction Microsoft should adopt for Edge if the intent is to make new tab navigation genuinely productive and inviting.
Advertising: Persistent, Unyielding, and Unremovable
Despite these cosmetic upgrades, long-standing frustrations remain. Ads persist as a defining feature of the feed—clearly marked as “sponsored” but otherwise indistinguishable from curated news and content. What’s more, the new interface does not yet allow users to simply hide or filter out these sponsored cards. While it is possible to report an ad, doing so does not reduce the overall number of ads seen during subsequent browsing sessions.This aspect—ads in the AI-curated feed—has been met with disappointment from power users and privacy advocates alike. In an era when browsers like Brave and certain Firefox builds promise an ad-light or even ad-free user experience, Edge’s persistent sponsored content feels out of step. The absence of an ad-removal toggle may also alienate users who value control over their start pages. Given that ad revenue is a primary driver for many free online services, Microsoft’s stance is understandable from a business standpoint, but clearly frustrating for those seeking a more pristine experience.
AI-Curated Content: Toward a Smarter Information Feed
Distinct from traditional MSN feeds, the overhauled version leverages Copilot to curate content cards within the feed. These “Copilot-curated” cards serve bite-sized overviews of trending topics, drawing from published articles around the web. For example, a JBL speaker-related card not only summarizes third-party coverage but also prominently cites sources at its base, alongside eye-catching imagery.From a technological perspective, this real-time summarization capability is a clear demonstration of generative AI in action. It speaks to a future where browsers act as contextually aware digital assistants, distilling complex topics into digestible news items, complete with attribution—a move that helps mitigate concerns around AI “hallucinations” or misinformation. Notably, these summaries have so far been found to lean on reputable sources, although independent verification is recommended before taking any overview at face value.
It is worth noting that while the current iteration does label Copilot-curated cards, there is no granular control to disable only these AI-generated overviews while retaining the rest of the feed—another point of concern for users hoping for more customizability.
User Control and Customization: Progress, But Gaps Remain
Microsoft has, to its credit, built in at least one crucial element of user control. If the AI-driven infusion does not appeal, Edge provides a convenient method to disable the entire MSN feed for a cleaner initial look. Tapping the Settings icon and toggling off the “Show feed” option instantly declutters the page, leaving just the Copilot compose box and, presumably, little else.This is a welcome addition for those who despise the perpetual scroll of algorithmically chosen headlines and ads. However, critics note that this is an “all or nothing” solution. There is no way to turn off only certain elements, such as the Copilot-curated cards or sponsored content, while leaving the traditional MSN selections intact.
Currently, these settings can occasionally be controlled with experimental flags (developer toggles not visible in stable releases), suggesting that more granular options could become available in future updates. Microsoft’s track record with rapid iteration in Edge’s development cycle hints at possible user-requested features coming down the line. However, until such changes reach the stable channel, users are left with only partial control over their browsing environment.
Comparison With Competing Browsers
Edge’s Copilot overhaul lands in a crowded field—a number of rival browsers tout their own AI features or privacy-focused new tab page alternatives. Google Chrome tightly integrates Gemini AI, using machine learning for Shopping, Search, and writing suggestions. Safari, meanwhile, keeps advertising at bay but eschews feed-like start pages altogether. Browsers like Brave and Vivaldi pitch privacy as the product, blocking ads and trackers by default, and giving users more open-ended layout controls.Microsoft, clearly, is betting that the mainstream user will appreciate AI curation and value-added content summaries over raw privacy and ad-removal alone. This is a risk: while AI-generated overviews and “smart” cards can provide convenience, they may also increase the surface area for subtle behavioral nudges or information bubbles. In this context, Edge’s insistence on “sponsored” content, together with AI-powered recommendations, flirts with the boundary between curation and covert influence. Transparency, ongoing user education, and easier toggles to fine-tune content preferences are essential if Microsoft is to win and retain user trust.
AI Advancements Beyond the New Tab Page
Edge’s experimental features don’t stop at the new Copilot-powered feed. Test builds have revealed additional AI advancements, notably the integration of the Phi-4 model. This next-generation language model, believed to be a direct evolution of Microsoft’s in-house AI research, is intended to amplify both speed and contextual accuracy in web queries and content generation. Early user sightings suggest smoother natural language responses and quicker turnaround times for Copilot tasks—a plus for those who routinely use browser-based AI assistants.Another noteworthy change on the horizon is the arrival of a new Quick Action mode. This experimental feature places Copilot search directly inside Edge’s address bar (omnibox), allowing users to invoke AI summarizations, calculations, or quick answers without ever opening a dedicated Copilot window. This reduces friction for users and further cements the Copilot brand as a core pillar of Edge’s user experience.
Privacy Considerations: A Work in Progress
The expanded role of AI in Edge’s core browsing surfaces raises new privacy and data usage questions. By default, Copilot-curated feeds rely on real-time collection and processing of user signals—search history, geographic location, prior engagement with feed cards, and more.While Microsoft’s privacy policy is explicit about data collection, the company has historically offered only broad-strokes opt-outs (for instance, disabling personalized ads or deleting browsing history). The proliferation of in-feed AI summarization introduces a fresh layer of profiling: not only are user interests inferred from clicks, but now Copilot can potentially adjust curation algorithms in response to natural language queries or content composition patterns.
For privacy-conscious users, robust local control over data collection and AI usage is still a work in progress. The offsetting factor—greater context sensitivity and “smarter” recommendations—will appeal to many, but must be weighed against the reality that transparency is limited, and granular management of personalized content is not yet fully realized.
Beta Testing and Future Updates
These experimental features remain in testing, currently discoverable in preview builds like Edge Canary. The underlying Copilot Labs section, where many of the toggles and AI experiments reside, is not slated as final. Microsoft representatives have previously indicated—across support forums and developer Q&As—that user feedback will shape which options advance to the stable release channel.Notably, Microsoft has confirmed that Edge version 137 and later will surface new Copilot-powered start pages, though exact feature parity between internal tests and public releases is yet to be determined. Some features shown to preview users may never become generally available, or may launch in altered form depending on telemetry and user sentiment.
Importantly, side-by-side tests suggest the feature sets and layouts can differ significantly—what appears in one build may not in another, and not all experimental controls are synchronous across all Edge installations.
Strengths of the Copilot Overhaul
- Content Clarity: The new spacious layout is objectively easier to navigate and visually scan, especially on higher resolution displays where content density overwhelmed prior MSN feed incarnations.
- Intelligent Summaries: The inclusion of Copilot-curated cards, complete with source attribution, demonstrates responsible AI use and offers bite-sized overviews of trending topics—saving users time.
- Integrated AI: Copilot now provides a consistent, omnipresent AI assistant across the browsing workflow, from compositional help to content summarization.
- User Feedback Loop: Microsoft is visibly tuning experimental features in response to Canary user feedback, suggesting a willingness to refine based on community needs.
- Potential for Customization: Though currently limited, the groundwork is laid for future, more granular toggles to customize feed elements and AI integration levels.
Weaknesses and Potential Risks
- Ads Remain Ubiquitous: Sponsored content is as persistent as ever, with no user-facing options to hide ads or select an “ad-free” version of the feed—a significant drawback compared to privacy-first browsers.
- Limited Customization: Current controls restrict users to either full feed toggle or nothing. More granular options are needed to carve out Copilot cards or sponsored placements independently.
- Privacy Ambiguity: The increased surface area for data collection, coupled with limited opt-out granularity, may unsettle privacy-minded users. How Copilot uses browsing/content signals for real-time feed adjustments deserves greater transparency.
- Algorithmic Influence: The blending of curated content and sponsored cards has ethical implications. Even well-attributed summaries should be evaluated for source bias and the potential for AI to shape—not just reflect—mainstream discourse.
- Feature Fragmentation: With test features rolling out inconsistently across builds and geographies, user experience may vary considerably. This complicates support and confuses less technical users seeking stable, predictable new tab experiences.
What’s Next for Edge and Browser AI
Microsoft’s gamble on Copilot-powered content curation is indicative of a broader industry shift: browsers are becoming less like static portals to the open web and more like all-in-one digital personal assistants. While Copilot’s expanded capabilities and the spacious refreshed MSN feed set a high bar for AI integration, major challenges around personalization, privacy, and advertising remain unsolved.For the average user, these updates mean a potentially more useful, less cluttered, and smarter content feed—if they are willing to accept the ever-present tradeoff of targeted advertising and AI-shaped news over pristine start pages and pure control. For professionals and privacy advocates, the same changes highlight the importance of keeping an eye on how AI and data collection coevolve inside our browsers—pushing for ever more transparent, customizable, and opt-out-friendly experiences.
As Edge’s Copilot overhaul navigates its extended public preview, users should expect further changes driven by direct feedback. Microsoft’s challenge, and opportunity, is to strike the right balance: offer powerful, intelligent, and genuinely helpful curation without sacrificing user agency or trust. If it can deliver on that promise—perhaps even by pioneering paid ad-free tiers or more granular feed controls—Edge may secure its spot as the most forward-thinking browser for the modern web.
For now, Edge users tracking the Copilot Labs rollout should keep a close watch on release notes and experimental flag changes, as these will be the early indicators of how soon the broader public will get access to, and control over, this new AI-first browsing paradigm.
Source: Windows Latest Microsoft Edge tests AI-overhauled MSN feed with ads, but you can turn it off
