Microsoft and Google are racing to develop the best AI-assisted search experience, leaving advertisers on the precipice of major disruption in the largest and most mature digital advertising channel. But the only certainty is that disruption is coming, and quickly. Everything else—even the fate of the open web—is up in the air.
Key Question: How might generative AI reshape the search advertising market?
KEY STAT: Just over a quarter of US adults trust AI-generated search results, per a February 2023 Ipsos poll. Microsoft and Google need to tread lightly—or risk running afoul of consumers and turning off advertisers.
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