Microsoft is currently trialing the addition of Start menu ads for beta testers in the United States. It is anticipated that even in the face of negative feedback, Microsoft will implement these ads for all Windows 11 users. Despite Microsoft’s description of this as “improvement” and offering app “recommendations” rather than advertisements, it is essentially advertising.

The feature is limited to Windows Insiders in the Beta Channel in the U.S. and does not affect commercial devices. Users can turn the feature off by accessing Settings > Personalization > Start and disabling the toggle for “Show recommendations for tips, app promotions, and more.” Microsoft is seeking feedback from users and emphasizes that such trials may not result in an official release.

The company plans to roll out this feature to a small group of Insiders in the Beta Channel initially. This move is not unexpected, as Microsoft has a history of similar implementations in Windows 10.