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As Microsoft and Google race to integrate the next wave of language artificial intelligence into their respective search engines, the push has left agencies with questions about what these new conversational platforms will mean for how ads are served.
So-called large language model AI systems like ChatGPT could offer users a more interactive way to access information on the web. But how Microsoft and Google will seek to monetize their huge investments in this technology with paid placements is so far unclear to ad buyers.