"We've used AI as part of ad creation or planning for years across Google, LinkedIn and paid social. But placing ads inside an AI system that people trust to help them think, decide and act is fundamentally different. This is not just another channel to plug into an existing media plan. The biggest question is not targeting. It's psychology. If advertisers replicate what works in search or social, performance will disappoint and trust may suffer."
"This is why clicks are likely to be harder to earn than many advertisers expect. If an ad does not help the user move forward with what they are trying to achieve, it will feel irrelevant, even if it is topically related. Add to this the fact that trust in AI environments is still forming and the tolerance for poor or intrusive advertising becomes even lower."
Ads are being tested inside ChatGPT in the U.S., appearing to some users across account types. Advertising entering AI answer environments alters marketing dynamics because users employ ChatGPT as a task tool rather than a scrolling feed. Users seek to solve problems, refine shortlists, plan trips, write, and make complex decisions. Task-focused usage narrows attention (goal shielding), increases interruption aversion, and creates tunnel focus favoring clarity and momentum. Ads that do not help users advance toward their goals will feel irrelevant and can damage performance and emerging trust. Brands must design ads aligned to task progress, attention patterns, and evolving AI trust.
Read at MarTech
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