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Brands Flock to ChatGPT for Discovery
5 Oct
Summary
- Brands now advertise on AI platforms like ChatGPT.
- Consumers use AI for product research via conversation.
- AI expands digital discovery beyond traditional search.
Brands such as IndusInd Bank and Tanishq are now advertising on artificial intelligence platforms like ChatGPT. This emerging trend sees companies testing AI interfaces as a novel channel for consumer engagement and product discovery.
Consumers are actively using conversational AI to research products and services. They describe their needs in natural language, posing follow-up questions, which signifies a departure from conventional keyword-based searches.
Financial services are a key area, with products like credit cards and insurance benefiting from detailed conversational comparisons. Insurers like Bajaj Life Insurance cite changing customer behavior and AI-led research as reasons for adopting these platforms.
OpenAI's expansion of ChatGPT Ads has opened opportunities for brands. Platforms like Razorpay are partnering to help businesses manage campaigns on ChatGPT, supporting product feeds and campaign performance.
Beyond paid advertising, AI-driven discovery is expanding. Integrations with services like Justdial allow local business searches via conversation, while Glance offers AI-powered shopping and virtual try-on features.
