Source: Beet
As AI assistants like ChatGPT, Claude, and Perplexus gain mainstream adoption, advertisers are treating model outputs as a fresh distribution channel rather than optimizing existing campaigns through AI tools. The shift matters because it bypasses traditional web and social intermediaries—brands can now pay to appear directly in the answers users receive, creating a new dependency on AI companies' monetization policies and ranking algorithms. Early players in this space face a basic question: whether native ads in AI responses will feel like organic assistance or intrusive commerce, which will determine both consumer tolerance and the channel's long-term viability.