Ad Format Is Ripe for Revolution

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.

OpenAI’s ChatGPT was an immediate success, gaining 1 million users within five days of its release, per data.ai (formerly App Annie). It was only a matter of time before Big Tech revved the AI growth engine. In February, Microsoft…