Will AI be the future of advertising?

It remains to be seen, but the idea that AI providers can make money from advertising does not bode well

Digital marketing and AI concept, Businessman using laptop with Ads dashboard digital marketing strategy
(Image credit: Getty Images)

It might offer some useful tips on what shampoo to buy halfway through a chat about where to go on holiday. Or it could casually mention what brand of TV you should buy next, while you are asking it to summarise a long and dull work memo. Conversations with ChatGPT or other leading artificial intelligence systems could soon be very different. According to reports, OpenAI, the market leader, is looking at including advertising in its output. Others may follow its lead.

It remains to be seen whether that will happen, but it would be quite the turnaround. OpenAI’s founder Sam Altman has previously described advertising as a “last resort” for the company. It had argued that subscription fees would be more than enough to keep it going. Most of its major rivals in the fast-growing AI industry have also steered clear of advertising.

Subscribe to MoneyWeek

Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE

Get 6 issues free
https://cdn.mos.cms.futurecdn.net/flexiimages/mw70aro6gl1676370748.jpg

Sign up to Money Morning

Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter

Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter

Sign up
Matthew Lynn

Matthew Lynn is a columnist for Bloomberg, and writes weekly commentary syndicated in papers such as the Daily Telegraph, Die Welt, the Sydney Morning Herald, the South China Morning Post and the Miami Herald. He is also an associate editor of Spectator Business, and a regular contributor to The Spectator. Before that, he worked for the business section of the Sunday Times for ten years. 

He has written books on finance and financial topics, including Bust: Greece, The Euro and The Sovereign Debt Crisis and The Long Depression: The Slump of 2008 to 2031. Matthew is also the author of the Death Force series of military thrillers and the founder of Lume Books, an independent publisher.