If one has been observing the rapid developments in the field of generative artificial intelligence (AI), it would be apparent that the digital marketing landscape is undergoing a significant and unprecedented shift. As a custodian of a brand, it is crucial to recognize this transformation. 

For instance, the emergence of generative AI like ChatGPT indicates that global search engine marketing could experience a reduction in its total budget by over 50%. This is because search audiences across markets will adopt and utilize generative AI-powered search engines that provide ‘answer’ engines.

Microsoft recently invested $10 billion in OpenAI’s ChatGPT and launched its new Bing and Edge browsers, which have integrated ChatGPT. These browsers now offer an ‘answer engine’ chat option that provides answers to search queries instead of displaying websites that may or may not have the desired response.

Source: Microsoft ChatGPT-linked chat, 2023

Specifically, digital news and newspaper giants such as the New York Times, the Washington Post, CNN, and Bloomberg need to re-evaluate their business models. Instead of visiting a website to read the latest news, audiences can ask for the top major news headlines or specific questions regarding a news headline of interest. The AI will then explain the answer and compare the websites’ responses, giving the audience the option to log off or read further.

The conventional digital advertising model is not only under threat but may also become obsolete in the next few years. To stay ahead of innovation and opportunities, it is vital to take charge of your brand’s digital transformation journey. 

Let us work together to achieve this. Do not hesitate to contact us via email at info@sbimediaglobal.com or info@sbimedia.co.uk. We are happy to discuss how we can help your business navigate this changing landscape and find success in the digital age.