A year ago, most media teams had a version of the same answer when clients asked about AI: “We’re still looking into our options.” That answer doesn’t hold anymore. AI has evolved from an experimental to an operational media tool — and the agencies and brands that built around its capabilities are outpacing the ones…

Advertising in ChatGPT represents an emerging opportunity within the broader shift toward AI-driven discovery and decision-making. While the environment offers strong contextual intent and brand-safe conditions, it currently lacks the measurement maturity, transparency, and scale required to function as a core media channel for advertisers. We recommend approaching ChatGPT advertising with intentional experimentation rather than…