ChatGPT, Perplexity and the rest are facing a challenge: moving from user acquisition to profitability. Subscriptions have their limits. Advertising becomes inevitable.
Why is this an opportunity?
→ A new highly-qualified touchpoint : the user clearly expresses their need (“I’m looking for a piece of jewelry for my niece”). The purchase intention is explicit, the context is rich.
→ The end of infinite scrolling : in a conversation, every recommendation counts. Gone are the 50 search results. It’s time for relevance and quality.
→ Authentic conversational marketing : AI can recreate the experience of a good in-store salesperson, who truly advises rather than pushes for a sale.
→ Advertising formats redesigned : we will have to reinvent our approaches. No more banners, but recommendations integrated naturally into the conversation.
Well spotted!
Criteo, a French adtech player, is positioning itself right now by testing its product recommendation service in ChatGPT. With its universal catalog of over 4 billion products and real-time data, Criteo offers French brands the possibility of being present on these new platforms.
The challenge? Be ready when this market opens massively. And have technology partners who master both product data and AI.
A new chapter is being written. Better to do it with relevance and intelligence.
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