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AI Ad Spending - High Chatbot Cannibalization
AI Conversational Search
AI Search Adjacent
Source: EMARKETER Forecast, May 2026 - May 2026
Note: includes advertising that appears within and alongside genAI platforms such as ChatGPT, and Microsoft Copilot, AI-powered search summaries like Google AI Overviews and Bing AI-powered summaries, as well as AI-powered search conversations like Google AI Mode and Bing Copilot search; includes sponsored answers and brand mentions embedded in or adjacent to AI-generated summaries or conversational responses triggered by user queries; includes formats priced on a cost-per-click, cost-per-engagement, or impression basis tailored to generative environments; excludes traditional keyword-based search ads and standard paid listings on search engine results pages in the absence of AI-generated content
Additional Note: The "High chatbot cannibalization scenario" assumes that AI chatbot ad formats, such as Google Gemini ads that are projected to launch in 2027, cannibalize a significant portion of AI conversational search ad spending, such as Google AI Mode, and AI search-adjacent ad spending, such as ads appearing above, below, or within Google AI Overviews.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders