备受关注的“AI商业模式”：谷歌率先在Gemini中引入广告

Core Insights - Google is introducing new personalized advertising features in its AI shopping tool, marking a significant step in the monetization of AI [1] - The initiative allows advertisers to offer exclusive deals to consumers preparing to purchase through Google's AI model, driven by the Gemini model [1][2] - This move represents a major shift from Google's traditional advertising model, aiming to provide value to retailers at critical moments to facilitate transactions [1][2] Group 1: New Advertising Features - The new advertising functionality enables brands to deliver highly personalized ads, such as discount codes, through its chatbot, advancing Google's position against AI competitors [2] - Retailers can set desired offers, with Google using AI to determine the optimal timing for displaying these deals to potential customers [2] - Initial focus during the pilot phase is on discounts, with plans to expand to other types of offers, such as bundled sales and free shipping [2] Group 2: Competitive Landscape - Google is leveraging its significant market share in online search to showcase its AI model to billions of users, despite its Gemini chatbot lagging behind ChatGPT in popularity [3] - Competitors like OpenAI, Microsoft, and Perplexity are racing to introduce e-commerce features in their chatbots to generate revenue from their costly AI products [3] - OpenAI has paused internal discussions on advertising products due to concerns about competitors narrowing the technological lead [3] Group 3: Industry Trends - Microsoft has launched Copilot Checkout, which provides recommendations and checkout services in its AI chat, resulting in a 53% increase in purchases within 30 minutes for users utilizing the feature [4] - Google’s CEO Sundar Pichai emphasized the need for collaboration in this transformative period for the industry, suggesting significant growth potential if executed well [4] Group 4: General Business Agreement - Google has introduced a "Universal Commerce Agreement" that allows shopping agents to research products and complete purchases without leaving its platform, developed in collaboration with major retailers like Walmart, Target, and Shopify [5]