The future is AI-driven, trust-centric dialogue between brands and consumers. The generative AI race is well underway, and we’re already seeing applications in advertising and marketing for creative ideation and development. This includes one of the key pillars of digital advertising—search. By Christian J. Ward.
In the last six months, the breadth and pace of innovation has been intense. Google has had more core updates and helpful content updates targeting potential misuses of gen AI. At the same time, they’ve expanded their own use of their Search Generative Experience, which is constantly improving and prompting important debates in the SEO community. Microsoft’s Bing has expanded its partnership with OpenAI, and CEO Satya Nadella’s annual shareholder letter could have been called the “Copilot chronicle” expansion. This doesn’t even cover the mind-blowing expansion of image generation and other advancements over this same period of time.
The article then summarizes some trends in sections about:
- Dialogue over monologue
- Offers, not ads
- Subjective data over objective data
Once consumers become more familiar with objective search benefits, gen AI dialogue will create opportunities for brands to have honest conversations and find out what consumers want. A dialogue (through search and chat) powered by gen AI and authoritative knowledge graphs of information is the best way to get started. Nice one!
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