The article discusses the evolving nature of advertising in the age of generative AI, emphasizing a shift from traditional advertising to performance marketing. This transition focuses more on outcomes rather than mere attention. The author warns that as generative AI continues to integrate into everyday life and decision-making, it could disrupt existing search frameworks and reshape the content ecosystem developed over the past two decades. Joe Marchese advocates for a balanced approach, where advertising supports storytelling in a way that resonates with users.
Advertising will shape generative AI platforms as it has shaped every medium of communication prior.
The transition from 'advertising' to 'performance marketing' signifies a fundamental shift in how we engage with AI platforms.
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