James Denton-Clark, chief growth officer of Stagwell Europe, says that “early demand is predominantly from large, sophisticated advertisers due to the pilot’s minimum investment requirement in the low six figures”. He adds: “What distinguishes this initiative is not merely another ad format; it marks another serious attempt to monetise AI and agents that can answer, plan, and purchase on behalf of users.” Jessica Tamsedge, chief executive of Dentsu Creative UK&I, calls the opportunity a “no-brainer for advertisers”, pointing to the surge in the share price of Walmart after it announced a partnership with OpenAI. Walmart’s share price surged after it announced an advertising partnership with OpenAI. Clients are already seeing “much higher quality traffic” from ChatGPT compared with classic search engines, says Nikhil Lai, principal analyst at Forrester.
