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| Artificial intelligence chatGPT |
AI search ads, measuring how much AI is in a product, and chatgpt's
impact on businesses
We will be covering how AI
search ads work, the potential reputational damage that AI generated content
could do to a brand, and also what chatgpt can do for businesses today. So
Catherine Perloff and Patrick Kulp of Adweek write that, "As Microsoft and
Google race to integrate the next wave of language AI into their respective
search engines, the push has left questions about what these new conversational
formats will mean for how ads are served. AI systems like chatgpt could offer
folks a more interactive way to access internet information, but how Microsoft
and Google will monetize their investments in this tech with paid placements is
so far unclear to ad buyers." So gents, how are AI search ads most likely
to work
I can
start. I think similar to the way Bing Chat works now. So you put in keywords,
it generates a response based on the AI. So it could do the same with either
links, ads, or even video content from within that search .
I was
going to say that I think there's going to be a lot of experimentation we can
anticipate about how it's going to be integrated, and I think we see that in
the internet as a whole. Ads get crammed in every nook and cranny. I don't
think there's any reason to think that generative AI is going to be any
different. I think we're going to see companies try and experiment with all
types of ad placement, and it actually might end up annoying some users. And so
we'll see probably some premium offerings where users can pay to get ad-free
experiences.
So two
ways this could be different to potential concerns here in terms of AI search
ads. One remains about how monetization will fit into the flow of a chatbot
conversation. So when, and what will... After every question do you put links?
How's that going to look in the flow of a conversational text box or a voice
conversation? And then the second is pricing. So if there're likely to be fewer
impressions in a chat versus a search query, because conversations are more
complex. Any thoughts on those two concerns, gents? The where to put ads in a
chatbot conversation and also the pricing issue.
I think
the placement of the ads, if it's something like a discussion, they could hand
you off to the client's chatbot, and that could be done seamlessly. And the
next thing you know, you're interacting with the brand's chatbot. And so that
drives you deeper into that discussion.
I think
in terms of the pricing, this is probably going to be a tough one to pencil up
for tech companies running these programs. I think generative AI has a
reputation for having very high compute costs. And so we might actually see ad
revenue not quite suffice to pay those bills. And one of the things we see from
Microsoft so far is that, starting in May, it's hiking its prices for its Bing
Search API by as much as 9%. And the reason for that is to try and help pay for
these search improvements. So while ads are going to be, I think, always be an
important part of this puzzle for internet companies, I think it's going to be
tricky for these AI search bots, and it might not quite fully do the trick in
terms of generating enough revenue.
I think
this is going to be a massive problem, and it's going to come from various
sources. The first source is actually going to be internal. So these sort of AI
products are supposed to save companies time. And so that might mean internal
quality control issues as marketing teams generate these ads. So I think
there's a role there for just internal vetting of what they produce. But then I
think there's going to be external issues, where a firestorm, potentially, of
AI generated spam content could be used to impersonate brands. And that's going
to be a huge problem to deal with. And I think for the companies themselves,
they really going to depend on the ISP providers and search engines to deal
with that problem.
I think
another problem that we might see in terms of placing the ads right in with the
chatbot responses is that we might see instances where ads appear alongside
problematic content, or content that the brand doesn't really want to be
associated with. And given generative AI's unpredictable nature, that could
also be another issue that might be difficult to deal with.
Interesting.
So Royce is recently reporting that Microsoft was speaking with marketers about
what its AI ads might look like as within the Bing chatbot, they were saying
could be featured higher on the page than traditional search ads. And then ad
group Omnicom pointed out that search ads could generate lower revenue in the
short-term if the chatbots take up the top of search pages without including
any ads. And so there's lots to work out here. Another Adweek piece though,
gents, by Mr. Kulp, Patrick Kulp, notes the rise of AI content generation stirs
brand reputation fears, with Gartner predicting that 80% of marketers will deal
with content authenticity issues by 2027. 80% of marketers dealing with content
authenticity issues by 2027 because of the rise of AI content generation. How
big of a problem will potential brand reputational damage become in an AI
content generated world, and what can brands do about it? Jacob, i'll start
with you.
روزنامہ
AI تلاش کے اشتہارات،
یہ پیمائش کرتے ہیں کہ پروڈکٹ میں
AI کتنا ہے، اور کاروبار پر chatgpt کا اثر
ہم اس بات کا احاطہ کریں گے کہ AI تلاش کے اشتہارات کیسے کام کرتے ہیں، ممکنہ
ساکھ کو پہنچنے والے نقصان جو کہ
AI سے مواد پیدا کرتا ہے کسی برانڈ کو، اور یہ بھی
کہ chatgpt
آج کاروبار کے لیے کیا کر سکتا ہے۔ یہ سب برتری
میں ہے، آج کی دوسری خبروں میں نہیں۔ لہذا ہم AI تلاش کے اشتہارات کے ساتھ شروع کریں گے،
حضرات۔ چنانچہ ایڈویک کے کیتھرین پرلوف اور پیٹرک کلپ لکھتے ہیں کہ، "چونکہ مائیکروسافٹ
اور گوگل زبان AI کی اگلی لہر کو اپنے متعلقہ سرچ انجنوں میں ضم کرنے
کی دوڑ میں لگے ہوئے ہیں، اس دباؤ نے سوالات چھوڑے ہیں کہ ان نئے بات چیت کے فارمیٹس
کا کیا مطلب ہوگا کہ اشتہارات کیسے پیش کیے جاتے ہیں۔ چیٹ جی پی ٹی جیسے اے آئی سسٹم
لوگوں کو انٹرنیٹ کی معلومات تک رسائی حاصل کرنے کا ایک زیادہ انٹرایکٹو طریقہ پیش
کر سکتے ہیں، لیکن مائیکروسافٹ اور گوگل اس ٹیک میں اپنی سرمایہ کاری کو ادا شدہ جگہوں
کے ساتھ کیسے منیٹائز کریں گے، اشتہار کے خریداروں کے لیے ابھی تک واضح نہیں ہے۔"
تو حضرات، AI سرچ اشتہارات کے کام کرنے کا سب سے زیادہ
امکان کیسے ہے؟
میں شروع کر سکتا ہوں۔ میرے خیال میں بنگ چیٹ کے اب کام کرنے کے طریقے
سے ملتا جلتا ہے۔ لہذا آپ کلیدی الفاظ ڈالتے ہیں، یہ AI کی بنیاد پر ردعمل پیدا کرتا ہے۔ لہذا یہ اس تلاش
کے صفحے کے اندر سے لنکس، اشتہارات، یا ویڈیو مواد کے ساتھ بھی ایسا ہی کرسکتا ہے۔
میں یہ کہنے جا رہا تھا کہ مجھے لگتا ہے کہ بہت سارے تجربات ہونے جا رہے
ہیں جس کے بارے میں ہم اندازہ لگا سکتے ہیں کہ یہ کیسے مربوط ہو گا، اور مجھے لگتا
ہے کہ ہم اسے مجموعی طور پر انٹرنیٹ میں دیکھتے ہیں۔ ہر جگہ اشتہارات کی بھرمار ہو
جاتی ہے۔ مجھے نہیں لگتا کہ یہ سوچنے کی کوئی وجہ ہے کہ جنریٹو
AI کچھ مختلف ہونے والا ہے۔ میرے خیال میں
ہم دیکھیں گے کہ کمپنیاں ہر قسم کے اشتہار کی جگہ کے ساتھ آزمانے اور تجربہ کرتی ہیں،
اور یہ حقیقت میں کچھ صارفین کو پریشان کر سکتی ہے۔ اور اس لیے ہم شاید کچھ پریمیم
پیشکش دیکھیں گے جہاں صارفین اشتہار سے پاک تجربات حاصل کرنے کے لیے ادائیگی کر سکتے
ہیں۔
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