tech
A debate is brewing over the risks and rewards of serving ads to AI agents
Ads designed to influence AI agents rather than human consumers are emerging as a new marketing channel. Will the AI platforms play ball?
TL;DR
- Advertisers are creating "Agent Ads" specifically to influence AI agents, not human consumers.
- Publishers like Time are serving these ads on stripped-down versions of their pages optimized for AI crawlers.
- This new channel could impact how brands are perceived in AI chatbots like ChatGPT and Gemini.
- Ally Bank CMO Andrea Brimmer sees a significant advantage, with AI-driven traffic being much more likely to lead to account openings.
- The practice has ignited a debate on its legitimacy, potential for scams, and whether AI companies will block them.
- Concerns exist about reputational risk, similar to the Bell Pottinger scandal involving covert Wikipedia edits.
- Transparency and clear labeling of sponsored content are considered crucial for building trust.
- AI platforms state their ads do not influence their answers, though this may refer to ads within their own chatbots.
- Adtech veteran Jonah Goodhart believes AI models are influenced by advertising as it shapes culture and the public record.
- Brands using this method face scrutiny, with Ally Bank ensuring these ads undergo rigorous legal and compliance reviews.