How AI is changing advertising: what brands should know

Unlike Google or Instagram, ChatGPT wasn’t built around an advertising-driven model. Its core promise is delivering fast, reliable, and neutral information.

But as AI becomes the starting point for more and more customer journeys, from “best running shoes for beginners” to “which CRM should I use?”, brands naturally start wondering:

How do we show up in AI-driven conversations? And will we have the option to advertise there?

What will advertising look like in ChatGPT and AI platforms?

If advertising arrives in tools like ChatGPT, it likely won’t look anything like traditional digital ads. Expect something much more integrated and value-driven:

• Contextual ads: Ads could appear when users are actively seeking recommendations or help, not as interruptions, but as part of the experience.

• Transparent and ethical: Sponsored content would need to be clearly marked, ensuring users know when a suggestion is paid.

• Non-intrusive: Rather than disrupting the chat, ads might appear as sidebars, optional prompts, or suggestions that don’t interrupt the flow.

• Helpful by design: The goal wouldn’t be to distract, but to provide genuinely relevant, useful options to the user.

How ChatGPT and AI are reshaping marketing for brands

Whether or not ads arrive in ChatGPT soon, the bigger shift is already happening: AI is becoming the new search engine, the new recommendation tool, and even the new shopping assistant.

Brands should be thinking about:

1. AI optimization is the new SEO

Consumers are asking AI for recommendations instead of Googling. Brands need to ensure their online presence is structured, accurate, and AI-friendly so models can easily access and surface their information.

2. Trust and authority matter more than ever

AI models prioritize reliable, credible sources. Brands that invest in transparency, thought leadership, and high-quality content will be the ones AI tools favor in their responses.

3. A new kind of paid media is emerging

If advertising becomes part of AI platforms, it won’t be about banner ads or CPMs, it will be about intent-based marketing, reaching users precisely when they’re asking for something you offer.

How brands can prepare for the future of AI and advertising

The takeaway for marketers isn’t just about whether ChatGPT will have ads. It’s about recognizing that the customer journey is already changing.

Consumers are relying more on AI to:

• Find product recommendations

• Compare services

• Get instant, reliable answers without digging through search results

This means brands must future-proof their strategies by:

• Auditing how their brand shows up in AI tools

• Investing in content that answers real customer questions

• Building digital authority beyond traditional SEO

Is your brand ready for AI-driven customer journeys?

Sam Altman’s comments are a wake-up call for the entire marketing industry. AI isn’t killing advertising, it’s forcing it to evolve.

The brands that win won’t just be the loudest. They’ll be the most relevant, the most helpful, and the most trusted in AI-driven spaces.

Is your brand ready for the AI-powered future of discovery? If not, that’s where we can help.