Strategic Marketing Insights

As consumers increasingly use conversational AI to research problems, evaluate options, and seek advice, ChatGPT is emerging as a new environment for brands to reach people while preferences are still being formed.That makes ChatGPT Ads an important development for advertisers to watch. But being early to a new channel and being ready to scale investment into it are two different things.Based on early advertiser testing, our view is that most brands should not yet shift meaningful conversion-focused investment away from established performance channels and into ChatGPT Ads. Instead, advertisers should consider ChatGPT primarily as an emerging consideration opportunity—one that may warrant controlled testing when the strategic moment, audience, and budget are right.The key question is opportunity costWhen a new advertising…