OpenAI looks to be on the verge of launching ads.

Which begs the question, is this the end of advertising as we know it?

Are we moving from a world of advertising to people, to advertising for the algorithm purely for last click?

I don't think so.

GPT ads will be some of the most intuitive, relevant and effective we’ve ever seen, I’ll get onto why I think that is.

But first it's important to remember, like Search, ads in AI conversation will only ever play a part of the plan.

The funnel is nonlinear: discovery spans both digital and physical, TikTok & In-store, and often stems from the content consumers trust most, which is real voices, real stories and based on human insights. You win by fusing human-led content and creativity with precision media for a full-funnel, full-impact strategy.

Search can't build a brand & it will be the same with ChatGPT. I believe, the best ad for one, is the best ad for all, this is what makes brands famous and a part of culture.

However - ads which aren't targeted, but intuitive and crafted just for you, will absolutely have their role to play.

GPT has correctly identified my personality type across separate tests - demonstrating a level of understanding that rivals what we'd expect from a close friend.

This quality and granularity of insight goes beyond even Meta or Google who have built ad businesses in the hundreds of billions of dollars.

The depth and breadth and understanding of information GPT has is unparalleled. As much as I hate to admit it, I talk to GPT about virtually everything. GPT doesn't have to predict my interests, taste, concerns, etc. I'm directly telling it, in great detail, what I want.

The final piece to the puzzle I'd argue is the most important, it's the cheat code which makes search so valuable.

Programmatic, as we know is like the wild west; auctions driven by data exhaust, where the lowest CPM often trumps the highest value.

Quality Score aligns incentives between advertisers, platforms, and users. Instead of just impressions, it evaluates the holistic quality of the ad experience & rewards relevance over cheap impressions. ChatGPT needs this same lever.

As good as all of this may seem, we must remember that 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 or the brands who rank with them first.

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 predict what we want. But only humans can make us care.

That's the balance we need to strike. And that's where the real opportunity lies.