ChatGPT Ad Model's Potential to Shatter META & GOOGL Duopoly

Core Insights - The emergence of AI chatbots like ChatGPT is expected to significantly impact the advertising industry, potentially changing the dynamics of how consumers interact with brands and advertisements [1][2]. Advertising Model Changes - The advertising landscape is shifting from a Meta and Alphabet duopoly to a more diversified model influenced by AI chatbots, which can guide consumers through the entire purchasing funnel [2][3]. - AI chatbots may adopt a programmatic advertising model, allowing brands to bid for ad placements based on impressions, rather than relying on traditional ad sales methods [6]. Consumer Engagement Strategies - Brands are advised to implement Answer Engine Optimization (AEO), which focuses on creating content that aligns with AI chatbot recommendations, rather than traditional paid advertising [8]. - The transition from interruptive advertising to a more assistive model is emphasized, where effective ads feel like recommendations rather than promotions [9]. Consumer Expectations - Consumers are likely to appreciate a personalized experience from AI chatbots, as long as advertising does not detract from the utility of the service [11]. - The current user base of paid subscribers for AI chatbots may mitigate the risk of prioritizing advertising revenue over user experience [12].