Search is pivoting toward AI chat. Google has its Search Generative Experience (SGE) and Bard. Microsoft has its new Bing and a partnership with OpenAI. These fundamental search changes will change user behavior and monetization. Here’s how.
Brands can expect more targeted ads closer to the point of sale
Google’s new SGE embeds ads within search chat results, providing highly targeted ads that are valuable within queries related to shopping.
Retailers have multiple monetization options available
Features available to brands will affect retailers in the same way. But Google and Microsoft’s innovations also offer other monetization tactics via plug-ins.
Publishers need to think creatively about revenues
Generative AI search poses a risk to publishers by putting answers atop results and disincentivizing users from clicking links back to their sites.
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