In her ExchangeWire column, Shirley Marschall discusses how generative AI is altering the dynamics of advertising. Traditionally, marketers held all the power within the digital ecosystem, controlling messaging and targeting. However, with the rapid adoption of tools like ChatGPT and others reaching an unprecedented one billion users, consumers are now actively engaging with AI to optimize their lives rather than just waiting for personalized marketing. This shift indicates that consumers are taking control, fundamentally changing how they interact with brands and their advertising strategies.
One billion users can't be wrong. Or idle. Consumers are optimising life flows, taking control and building their own filters, redefining advertising dynamics.
What if AI isn't just changing how marketers operate but how consumers engage? They're using it to optimise reality, shifting the power dynamics.
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