Advertising is changing again.
AI-powered tools like ChatGPT now reach hundreds of millions of users every week. Google is integrating AI-generated answers directly into search results. Microsoft is embedding ads into Copilot. Naturally, questions arise:
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Will ads appear inside AI answers?
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Will search work differently?
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Will current advertising strategies still be effective?
The short answer: yes, things are changing — and yes, we’re prepared.
Change is not new in digital advertising
Digital marketing has never been static.
Over the years, we’ve seen:
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the rise of SEO
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the shift from keywords to intent
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the move from manual campaigns to automation
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the introduction of Performance Max, broad match and smart bidding
Each time, the tools changed — but the fundamentals didn’t.
What always mattered:
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understanding user intent
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structuring campaigns cleanly
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building landing pages that answer real questions
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aligning advertising with how people actually search
AI doesn’t replace these principles.
It amplifies them.
What’s happening right now with AI and advertising
There is a lot of noise around “ChatGPT Ads” and “AI advertising”.
Here’s the reality as of today:
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There is no self-serve advertising platform for ChatGPT
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There is no separate campaign type called “AI Ads”
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But ads are already appearing inside AI-driven environments
For example:
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Google is showing ads in AI Overviews
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Microsoft is integrating ads into Copilot
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AI systems increasingly decide which brands, sources and offers get visibility
This doesn’t mean advertisers need to panic.
It means structure, relevance and intent matter more than ever.
What this means for our clients
If you’re already working with us, this is the most important part:
You don’t need to worry. We’ve got this covered.
Our approach has always focused on:
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intent-based campaign structures
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sustainable keyword and query coverage
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landing pages that provide real answers
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setups that work with automation instead of fighting it
These are exactly the signals AI-driven search and advertising systems reward.
We don’t chase every new buzzword.
We prepare accounts so they perform today and tomorrow.
AI-powered placements are not a separate universe.
They are an extension of the systems we already optimise for.
What this means if you’re not a client (yet)
If you’re observing these developments from the outside, one thing is clear:
Advertising will continue to evolve — quickly.
You don’t need to jump on every new trend.
But you do need to understand the direction things are moving.
That’s why we share our thinking openly on this blog:
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what’s changing
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what actually matters
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what’s real versus what’s hype
We don’t sell fear.
We focus on preparation.
If you’d like to stay informed, you can simply follow this blog.
No subscriptions, no funnels — just updates as things develop.
A constant in an ever-changing landscape
Tools will change.
Interfaces will change.
Platforms will change.
But good advertising has always been about:
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relevance
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clarity
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usefulness
AI doesn’t change that.
It reinforces it.
We’ll continue to monitor what’s coming, test what makes sense, and adapt our strategies accordingly — so our clients don’t have to.
The world is changing.
Advertising is changing.
And we’re ready for what’s next.