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The dominance of Large Language Models (LLMs) is forcing a re-evaluation of established digital advertising strategies. As LLMs provide instant answers, the effectiveness of keyword-based targeting diminishes, leading to lower click-through rates. The integration of advertising into LLM outputs, seen in features like AI Overviews and sponsored prompts, raises concerns about user trust and the potential for blurring the distinction between genuine information and paid promotion. A promising alternative gaining traction is intent-based bidding. This approach prioritizes user needs, fostering a transparent marketplace where businesses compete to directly address those needs. The discussion surrounding this topic originated in a Reddit thread on r/artificial, highlighting the community’s engagement with the future of advertising in the age of AI.