Great piece Sean, thank you. In some ways your post and the last two paragraphs describe beautifully the influence, loyalty and value (which translated into significant profitability) high quality consumer magazines once enjoyed. Across fashion, music, specialist automotive, homes and gardens, destinations and many more; advertising wasn’t an interruption, it was inspiration, where editorial and advertising often merged accepted with open arms by loyal audiences. I wonder based on your thinking the AI players might have no choice but evolve their own multi-dimensional versions of these proven past paper giants? Of course the AI players would have to establish the environment where powerful editors and their teams flourish. Back to the future?
As an example, a user asks "Where can I buy a red jumper?" The model refers to its ad base. Ah, an ad for a red jumper. Perfect. Here's where you can buy a red jumper. I suppose the question is, if there is no ad for a red jumper, will the model scan the web for red jumpers, and potentially suggest the same brand. If so, why advertise? If the model only shows your ad when it's relevant to the conversation, would it not pull up the same product without the need for ads?
Great question, thanks Stacy. I guess this is very similar to how search currently works. You can pay fro your ads to display against key words that you might organically appear against. You don't have to, but a lot of brands do.
Great piece Sean, thank you. In some ways your post and the last two paragraphs describe beautifully the influence, loyalty and value (which translated into significant profitability) high quality consumer magazines once enjoyed. Across fashion, music, specialist automotive, homes and gardens, destinations and many more; advertising wasn’t an interruption, it was inspiration, where editorial and advertising often merged accepted with open arms by loyal audiences. I wonder based on your thinking the AI players might have no choice but evolve their own multi-dimensional versions of these proven past paper giants? Of course the AI players would have to establish the environment where powerful editors and their teams flourish. Back to the future?
Thanks CG - be great if we could find a way for advertising AI platforms to be more additive and less interruptive. Here's to hoping!
As an example, a user asks "Where can I buy a red jumper?" The model refers to its ad base. Ah, an ad for a red jumper. Perfect. Here's where you can buy a red jumper. I suppose the question is, if there is no ad for a red jumper, will the model scan the web for red jumpers, and potentially suggest the same brand. If so, why advertise? If the model only shows your ad when it's relevant to the conversation, would it not pull up the same product without the need for ads?
Great question, thanks Stacy. I guess this is very similar to how search currently works. You can pay fro your ads to display against key words that you might organically appear against. You don't have to, but a lot of brands do.