Consider it as a sign of the time: the discovery of products moves traditional search engines and markets and towards conversations fueled by AI. Cat Robots should become the next brand’s awareness field.

“It’s again like Google and SEO. How do you deceive the system to make sure you [your brand] arises, ”said Martin Kristister, CEO of Digital Remedy, a performance marketing company.

The instant payment function of OPENAI – which allows users to search, buy and buy in the Chatppt – was less a question of whether and the more a question of moment, since more buyers start their search online with IA chatbots. To put figures there, 68% of buyers around the world used AI tools as a chatgpt to buy, according to a report published by the VML Creation Agency. Other models of large languages ​​have similar offers, including the purchase of Perplexity with Pro functionality, which deployed at the end of last year and the Microsoft Copilot merchant program.

But advertising expenses did not start to move in response to these tools – at least not, according to the agency managers. There is a greater fear of missing and being late in the AI ​​of media threshing train than expectations concerning progressive growth.

“It’s really interesting and we are already receiving questions about customers,” said Mike Feldman, vice-president of commerce in Flywheel. He added later: “Like a large part of the AI, it is a bit waiting and seeing with a lot and a lot of disturbance potential.”

Marketing specialists are not so convinced by the Instant Caisse

Instant payment is at an emerging stage with limited merchants, an awkward user experience and it is difficult to know how much insight and their advertising agency partners will have things like the brand feeling and the list of products, according to two marketing leaders, Digiday has spoken for this room. Openai stressed in an advertisement that “data sharing is minimal – only the information required to complete the order is shared with the merchant”.

Marketing specialists wonder if brand or performance dollars should be spent to test and learn, how IA chatbots classify the products to display for buyers, what information will be available with regard to research requests, and if enough consumers will start their research with AI chatbots so that dollars spent on it.

What is clear is that Aio and Geo become a new race, articulated on brands with a strong presence on the web to appear in an AI chatbot.

“This is not a question of: how can I set up so that Chatgpt recommends my product and that I can sell my product directly in there?”

There is already an appetite and interest on the part of customers concerning the trade of AI and the agents, according to four agency executives (although the budgets and specific strategies are still in progress). However, it is quite possible for agency AI to be interrupted in the next 12 to 18 months while the bell curve goes through the hollow of the disillusionment. Gartner predicts that more than 40% of agent AI projects will be canceled by the end of 2027.

As Simon Poulton, executive vice-president of innovation and growth at Tinuiti, says: “At the moment, there is just curiosity at all levels. Many people are, frankly, just drinking fire pipes as you go. ”