There’s been a lot of conversation recently about ads appearing in AI platforms such as ChatGPT. And as of late, it looks to be that OpenAI has started testing advertising within the platform, beginning with small trials focused on high-volume advertisers. It’s still early, but it’s a clear sign of where things are heading as AI platforms are no longer just tools we use behind the scenes, they’re becoming advertising spaces in their own right.

What makes this interesting is the intent. People use ChatGPT to ask questions, explore options and solve problems. They’re not mindlessly scrolling. They’re actively looking for answers and quick. So from a performance perspective, that’s a huge opportunity – and if ads are introduced in the right way, they could become a powerful new touchpoint in the customer journey.

This shift also reinforces something us Ads experts have been saying for a while now… Creative matters more than ever!!!

How Does It Work?

As AI takes over more of the targeting, bidding and optimisation, there are fewer manual controls for advertisers to tweak. The success of a campaign increasingly depends on the quality and variety of the creative you feed into the platform.

When algorithms are doing the heavy lifting, your competitive edge comes from:

• Clear, driving call-to-actions
• Strong messaging
• Scroll-stopping, unique visuals

Having diverse creatives will separate your brand from the crowd, no matter how saturated the space may be. If everything looks the same, performance will flatten. If you approach campaigns with multiple angles and fresh ideas, the results tend to follow.

This is where we see a real opportunity to help brands stand out. It’s not just about launching campaigns and letting automation run. It’s about building a creative strategy that works with AI, not against it. Testing different hooks, refining messaging based on performance data, and making sure each asset has a clear purpose and goal for the end user.

So What Next?

Automation will continue to grow, new channels to rival the likes of ChatGPT will emerge, and control will keep shifting towards machine learning. But for brands, this isn’t something to fear or panic about! It is an opportunity. 

This is exactly where our expertise makes the difference. We understand how to combine data, automation and creative strategy to drive real performance. As platforms change, we pride ourselves on learning to adapt quickly, test intelligently and make sure our clients are not just keeping up with the industry, but staying ahead of it.

Get in touch with us to find out more about how we can help you!