Interactivity and Proprietary Data: Marketers Welcome Ads in Chatbots

Interactive ads on AI chatbots could bring advertisers closer to consumers

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Advertisers are eager to understand how their ads, in different guises, can show up in generative AI-powered chatbot conversations.

While high-profile examples like OpenAI’s ChatGPT and Google’s Gemini don’t currently run ads, platforms such as Snap’s gen AI chatbot My AI—powered by Microsoft’s Chat Ads API—introduced sponsored links last September. Chinese tech firm Baidu and German media giant Axel Springer also use Microsoft’s Chat Ads API.

“Once all the big players have consumed data [from the free internet] and trained their models on it, [what will] make the AI tools stand out is the ability to use proprietary data,” said Graham Wilkinson, chief innovation officer at IPG Mediabrands marketing agency Kinesso.

Advertisers are hungry for new avenues to understand consumer behavior in light of the third-party cookie’s demise.

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