Debra Aho Williamson

Consumer trust in AI search is growing; “containerization” is the new ad industry buzzword; and publisher collectives fight back against AI.

AI isn’t just a productivity tool, says Debra Aho Williamson, founder of Sonata Insights. It’s a brand-new media environment that’s reshaping how people decide what to buy and challenging marketers to completely rethink the funnel.

Should businesses start advertising on AI media platforms? Yes. But it depends on how consumers in your category are already using AI and how quickly your organization can respond.

AI search platforms are introducing ads. But if the ads don’t add value and maintain authenticity, platforms risk losing consumer trust.

Sports sponsorships can play well for small brands; Perplexity was first to AI search ads, but advertisers waited for Google; and GroupM officially rebrands to WPP Media.