The companies that should be testing ChatGPT Ads are the ones with experimental media budget, not brands looking for a silver bullet.

Here's what the move toward AI answers actually hands a brand: the model filters before anyone reaches the site. By the time someone clicks, they're pre-vetted.

Consumers can discover a brand, research it, validate it through reviews, compare alternatives, and make a purchase decision in minutes.

Products that reduce noise, simplify interfaces, filter distractions, or soften environments are helping people feel less invaded by the world around them.

The more useful question is how a brand should build a system for working with creators.

The person you design for isn't always the one who drives adoption or who guides the path to purchase.

Impression-based metrics were built for a different era of media. Brands should focus on four dimensions that move beyond exposure.