If an LLM recommends a product, who owns the sale?

ChatGPT introduced ads in the US in February this year. The UK rollout followed four months later. It's now reportedly running at a $1 billion annualised run rate.

The AI ads business is booming, but for marketers it raises a complex question: if an LLM recommends a product, who owns the sale?

For the final instalment of its investigative series on attribution, Performance Marketing World asked our director of performance media, Mark Byrne, for his take. In Mark's view, AI platforms won't settle on either pure relevance or a pay-to-play model for advertisers. It'll be a bit of both.

Read the full piece on Performance Marketing World.