"A fundamental shift is underway in how consumers discover products and make purchasing decisions. Generative AI platforms, such as OpenAI's ChatGPT, Anthropic's Claude and Perplexity, among others, are becoming the new front door to the internet. Users are increasingly turning to conversational interfaces that synthesize information, personalize results and guide purchase decisions in real time. While there has been fear about the impending impact to web traffic, not enough people are talking about the significant opportunity this trend creates for the advertising ecosystem."
"Based on ongoing conversations with both established and emerging generative AI platforms, the monetization decisions being made right now will determine the structure of digital advertising for the next decade. And the window for influence is closing fast. The monetization maturity curve Generative AI platforms are at different stages of monetization sophistication. Anthropic's Claude focuses on enterprise API access. OpenAI has introduced commerce integrations, such as Shopify partnerships, that enable product recommendations within ChatGPT."
Consumers are shifting to generative AI conversational platforms as primary product discovery and purchase guidance channels. Platforms like ChatGPT, Claude, and Perplexity synthesize information, personalize results, and influence buying decisions in real time. Platform monetization strategies vary: enterprise API focus, commerce integrations, and experimental advertising pilots. A consistent convergence toward hybrid subscription-plus-advertising models is emerging to cover high computing costs and scale globally. Monetization choices made now will shape digital advertising structure for the next decade. The opportunity exists for platforms to either create new walled gardens or integrate with open web advertising infrastructure.
Read at Digiday
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