AI Advertising
AI is changing how people research and discover products. New research shows that 41% of consumers use AI assistants to research products, 33% to look for reviews, and 31% to search for deals.
Until now, the playbook for marketers has been focused on organic visibility - make sure your content is easy for chatbots to cite, and build for AI powered searches that are more open-ended and task-based than traditional web search. That’s starting to shift, as platforms are rolling out paid media inside these AI-powered experiences.
Walmart is already baking ads into its shopping agent, letting advertisers pay to have products recommended by their bot. Amazon is testing sponsored prompts that appear within relevant searches, nudging shoppers toward a brand or deeper brand information. Google is introducing offers in AI Mode, like exclusive discounts, and a Business Agent that lets shoppers chat with a retailer directly from search results. And OpenAI is the one everyone is watching: it is expected to introduce advertising too, likely as sponsored placements in a sidebar - which feels very Google-like.
I’m sure brands will want in. The bigger question is how it will be received by consumers. I don’t expect much backlash for Google or Amazon – but ChatGPT? If ads appear for paid users, I’m very skeptical.
Fresh Research & Ideas
The AI Gap Widens (IAB): The study shows advertisers are far more positive about AI-generated ads than the younger consumers who see them. How long until AI feels normal enough that people stop trying to spot it (or shame marketers for using it)?
Winning Consumer Attention (McKinsey): Great insight here for media planners: it’s not just about how much time people are spending with media, but the quality of attention. Research shows that high-focus, high-intent experiences like live sports and concerts drive more value than other media.
Copilot Usage Report (Microsoft): Most interesting finding for me was how much mobile and desktop use varies: desktop is more work related, while mobile is used for advice and support - especially (and consistently) around health topics.
Use AI to Ask Better Questions (Neil Perkin): Some smart tips for using AI as a thought partner to reframe problems. For example, asking AI chat how an expert from a completely different field might tackle a problem from your domain.
Speaking about prompts, one tool that I’ve been monkeying around with to improve my more comprehensive prompts is Open AI Platform. I can start with a basic prompt and have it rewritten and optimized (payment required). Worth a try if only to understand how to better structure your prompts.
Cool Beans
ChatHub: Ever wondered how different chatbots respond to the same prompt? Choose four, run the same prompt, and compare their responses side by side in a single browser window.
FitDrop: Super fun interactive site made by Iain Tait where you can explore fashion from 1980 to 2025. All images are created by Nano Banana. Turns out I’ve progressed very little beyond 1992.
CreepyLink: A URL shortener that makes your links look as suspicious as possible. Click on this link, if you dare…https://verify.ic6do.com/Af1Iro_urgent_security_alert.php
AI Baby Panda Robot: Yes, you read that right. Read more about this aberration and other bizarre tech products from this year’s CES.
