For marketers, paid media specialists, digital marketing leaders, and agency teams that want to understand how advertising is evolving inside AI-powered search experiences and prepare for the next generation of paid media.

 

Search is rapidly shifting from pages of results to a single AI-generated answer. As platforms like ChatGPT, Google AI Overviews, and Perplexity introduce advertising into conversational experiences, marketers face new challenges around visibility, measurement, attribution, and budget allocation. This session explores how AI answer advertising works, where early adopters are seeing success, where brands are wasting spend, and how to build a practical testing and measurement framework before the channel matures.

 

What you can expect to takeaway

- How conversational ad placements differ from traditional search and social advertising

- A practical framework for measuring performance when attribution is unclear and there is no traditional SERP

- How to communicate AI search opportunities and risks to stakeholders without overpromising results

- The tests, budgets, and pilot programmes marketers should be running over the next 12 months

 

Level it's for: Head of / Director / Executive