AI Could Reshape Ad Budgets And Marketing Strategies

This shift could have a significant impact on search market revenue, which is already a $200 billion industry.

According to Nollen, the way consumers search for information is likely to change as language models like ChatGPT become more prevalent. Rather than relying on traditional search engines, consumers may turn to these AI-powered tools to find the information they need.

This could lead to a shift in the way search marketing is approached, with a greater emphasis on natural language processing and machine learning.

The implications of this shift are significant, both for the search market and for the broader advertising industry. As consumers become more reliant on AI-powered search tools, the traditional search engine optimization (SEO) strategies that have been effective in the past may become less relevant....

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Nollen acknowledges that AI "has been a factor for many years already" in the advertising and media landscape. However, he also highlights the "broader implications" of language models like ChatGPT, which could fundamentally change how consumers perform searches. This shift could substantially impact search market revenue, which is already a $200 billion industry, Nollen explains.

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