AI is changing the nature of search and brand marketers need to understand the implications. Google has now added Bard as part of its "Search Generative Experience (SGE). Microsoft's Bing search engine now incorporates technology from OpenAI.
According to eMarketer's Insider Intelligence, "Brands can expect more targeted ads closer to the point of sale." Three key points about Google's SGE, writes eMarketer, are:
- These ads within chat answers are prominent, and fewer high-impact placements could cause ad prices to rise, said eMarketer analyst Evelyn Mitchell.
- Despite being labeled as sponsored, these ads may also get confused for chatbot responses by users. That could be good for brand marketers, whose advertisements will now look more organic. But it also clutters the search experience, and may lead to users hesitating to click any links.
- Advertisers can’t opt out of showing ads within SGE, meaning they must participate in the new experimental format.