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ChatGPT and Generative AI in Search

The Biggest Digital Ad Format Is Ripe for Revolution

About This Report
Search is positioned to be generative AI’s first major consumer-facing playground. This is unexplored territory, and advertisers are bracing for big changes.
Table of Contents

Report Snapshot

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.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Report Snapshot
    2. Google is still dominant, but Microsoft has snatched a first-mover advantage with AI-assisted search.
    3. More users are trying Bing thanks to its GPT-4 integration, but they haven’t made a permanent switch.
    4. It’s yet unclear how the market will support search ads in a conversational interface.
    1. AI-enabled search will likely reduce publisher site traffic, with major consequences for programmatic.
    2. Despite the hype, consumers are dubious about AI-assisted search.
    3. What’s the best course of action for search advertisers?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Michael Cohen
    Horizon Media
    Executive Vice President, Performance Media
    Interviewed April 13, 2023
    Katie Driggs
    Director, Media
    Interviewed April 12, 2023
    Aaron Levy
    Vice President, Paid Search
    Interviewed April 10, 2023


    Evelyn Mitchell


    Chris Keating
    Director, Research
    Jennifer Merritt
    Vice President, Content
    Peter Newman
    Senior Forecasting Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
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