This really shocked me.

We all know AI is going to change everything, but experiencing it firsthand? That’s something else.

I talk to ChatGPT a lot, probably too much, some would say.

So after seeing Joe Zappa's post about OpenAI and its competitors building the world’s most powerful advertising engines, I had to experiment.

At IPG, we use deeper signals to understand our personality traits.

I gave GPT the methodology and asked it to predict my three core drivers. Here’s what it came back with:

“Based on what I know about you, your three core drivers could be:

Curious - You have a natural desire to explore new ideas and technologies, particularly in areas like AI, human connection, and digital marketing.

Driven - You approach your goals with determination and focus, always looking to achieve tangible results.

Outgoing - Your enthusiasm for engaging with others, whether through leadership roles, public-facing content creation, or street interviews for your app, highlights your social confidence and ability to connect with people.”

3 for 3. I don’t often get mind-blown by AI, but this one caught me off guard.

Now, think about advertising.

The next wave of ads won’t just be targeted, they’ll be intuitive. They’ll feel like they were crafted just for you.

AI-driven ads will evolve into highly precise and incredibly relevant experiences.

Based on my personality traits, here’s a running shoe slogan GPT generated for me:

"Take Your Next Step Forward—Run Smarter, Run Together, Run with Purpose."

AI won’t just deliver ads, it’ll craft individualised brand experiences that feel tailor-made.

That's the future. But it also raises big questions.

I’m a believer that the best ad for one, is the best ad for all, this is what makes brands famous and a part of culture.

We’ll need to balance personalisation with mass relevance to drive true effectiveness.

The other reality is that most digital targeting doesn’t happen in closed environments like ChatGPT. Instead, it relies on fragmented, imperfect signals, in fact, a big portion of ad inventory lacks any matchable identifiers.

Advertising isn’t just about relevance. It’s also about resonance.

I don't think the future of advertising belongs to just the most comprehensive AI platform.

I think the future belongs to those who merge intelligence with intuition, who craft experiences that don’t just target consumers but move them.

Brands that use AI to understand people better, not just sell better, will be the ones who build lasting relationships, shape culture, and truly stand the test of time.

AI may be able to predict what we want. But it’s the human touch that makes us care.

That’s the balance. And that’s the opportunity.

Quoting a post byJoe Zappa ↗