Consumers favor AI utility: Americans use AI mainly for search and work, giving marketers more reason to prioritize discoverability over image tools.
AI is reshaping search faster than AI platforms can build their ad offerings, which is why most spending still sits beside AI-generated results. Conversational search ads will grow quickly and chatbot ads will struggle to prove their effectiveness.
AI search advertising is growing, but lingering problems mean overindexing risks wasted spend before ad formats mature.
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