Interactivity and Proprietary Data: Marketers Welcome Ads in Chatbots

Interactive ads on AI chatbots could bring advertisers closer to consumers

Sports marketing leaders from State Farm, the Golden State Warriors, the NBA and more will join ADWEEK Brand Play on May 9 to unpack the trends, techniques and tools you need to break into the space. Register for your virtual pass.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in