(6) The Signals I Sent ChatGPT (That Ads Did Not See) (opens in new tab)

Yes, AI platforms can take people from brand awareness to purchase in a single destination. But consumer behavior is typically more nuanced. People still move between AI and traditional media, and purchases are still more likely to take place with a retailer or marketplace than on an AI platform. My experience is a perfect example: Instagram started it, ChatGPT took me in a new direction, The Ordinary won my consideration and Amazon took the sale. No one company owned the entire journey. But ...