Fascinating concept. The shift from buying distribution to buying consideration could fundamentally change how brands think about advertising in AI-driven discovery. But the provenance question is the really important part. If AI systems are making decisions based on commercially influenced information, they need to know where that information came from, why it exists, and whether it can be trusted.
As AI becomes part of the decision-making layer, trust in the input may become just as important as the quality of the output. That’s going to be a fascinating challenge for the industry
Really good point - I actually think the provenance angle is why publishers are a good place for this as they're already a highly trusted source of information for LLMs
Fascinating concept. The shift from buying distribution to buying consideration could fundamentally change how brands think about advertising in AI-driven discovery. But the provenance question is the really important part. If AI systems are making decisions based on commercially influenced information, they need to know where that information came from, why it exists, and whether it can be trusted.
As AI becomes part of the decision-making layer, trust in the input may become just as important as the quality of the output. That’s going to be a fascinating challenge for the industry
Really good point - I actually think the provenance angle is why publishers are a good place for this as they're already a highly trusted source of information for LLMs