AI Discovery vs Search Advertising: Why Marketing Is Moving Into Conversations
Search advertising was built on a simple assumption — people search, compare, click, decide. AI systems have broken that sequence by collapsing discovery, evaluation, and shortlisting into a single synthesised response. This post explains why the logic that made search advertising work does not transfer to AI, and what advertising looks like when decisions move into conversations.
The 3 Conditions Under Which ChatGPT Ads Actually Fail
ChatGPT Ads don’t fail like other ad platforms. There are no clear errors — just underperformance that looks like a campaign problem. In reality, failure happens before the ad is served. This post explains the three structural conditions that determine whether ChatGPT Ads can work at all.
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