What if I told you Tesco promotes their products in ChatGPT?

Marketing & ChatGPT? No, I am not talking about marketing teams leveraging GenAI tools to help with copywriting, content creation or improve their SEO scores. In this case I want to pick your thoughts on the future and current embedding of (implicit) marketing in GenAI tools, such as ChatGPT.?

GenAI tools have seamlessly woven into our daily routines, streamlining everything from meeting summaries to brainstorming sessions. Their utility is undeniable and only set to expand across both personal and professional spheres. No need for another blogpost about this.?

However, have you ever considered how your simplest interactions with ChatGPT could be subtly influenced by marketing??

• Picture this: You're a developer stuck on a bug. What if, amidst the troubleshooting tips, ChatGPT casually drops a few recommendations for Snowflake's tools??
• Envision a busy parent seeking quick dinner ideas, only to find their AI assistant subtly steering them towards Tesco's precooked meals.?
• (Imagine you ask what the best country is to live and invest in. Could governments influence GenAI tools, and ultimately you?) – food for thought for another discussion.?

Imagine a scenario where companies like Coca-Cola don't just advertise traditionally but purchase 'mentions' within your AI conversations. Sam Altman of OpenAI has indicated such possibilities in the future. The launch of the GPT Store marks a significant leap towards monetizing these interactions, subtly blending marketing with utility.?

Did you know? Companies like Snapchat and Baidu aren't just flirting with sponsored content in their chatbots—they're implementing it, powered by none other than Microsoft's Chat Ads API. And guess who has a significant stake in OpenAI? Microsoft. Start-ups, such as Adzedek are also actively testing with incorporating ads into GenAI powered chatbots (see an example here)?

From a marketing point of view it makes complete sense. By 2026, according to Gartner, “classic” search marketing will lose market share to AI chatbots and other virtual agents, with traditional search engine volume dropping by 25%. Ad revenue from Google Ads will be decreasing, and moving to Chatbot powered ads. In the future, your chatbot might know more about your brand preferences than you do, just like internet cookies already do. Imagine a future where your AI assistant not only knows your shopping list but also which brands you're likely to prefer, nudging you towards them at every turn.?

An interesting article from MIT Technology Review invites us to consider the parallels between the rise of AI and the growth of social media. The message is clear: proactive regulation isn't just an option; it's a necessity. In this post I am only bringing up the topic of embedded marketing within AI, what about others such as surveillance or monopolization as mentioned in their article.?

Think about how marketing is already weaving into the fabric of our daily digital routines. Are we, as a society, truly ready to handle the impact? Marketing messages, both clear and hidden, are becoming part of our conversations with ChatGPT. The real question is, are we prepared to recognize these influences in our interactions, or will we let them shape our decisions without even realizing it??

All these evolutions lead us to pose the right questions:?

• In an era where digital assistants could shape our buying habits, how do we maintain a spectrum of choices, ensuring new innovators are as visible as established giants? Would previously trained models have information regarding the latest innovative companies in the market??
• How do we ensure GenAI models remain unbiased if they are trained by or with certain political regimes? Would socialist regimes push certain specific socialist ideas implicitly? (Google’s failure with Gemini is a perfect example of how bias can creep into the training of models)?

These questions don't just demand answers; they require a collective commitment to steering a future of AI transparency, equity, and ethical integrity.?

Next time you interact with your favorite AI, pause and think: what's really driving this conversation??