The rise of ChatGPT Ads: where do they really fit in your media mix? - Emerce

▤ Summary

This article explains how ChatGPT ads fit into the media mix as a mid-funnel channel for people who are already exploring and comparing options. It argues that AI advertising shifts campaign planning from keywords and audiences toward conversational intent and question-based journeys. The piece lays out a six-stage framework for information, discovery, comparison, choice, conversion, and post-purchase usage campaigns. It also notes that the format works best for research-heavy categories such as travel, beauty, energy, electronics, and B2B services. The core message is that AI advertising is becoming a new layer in the customer journey, not a replacement for existing channels.

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