AI Max, ChatGPT shopping, and the future of paid media

AI-powered shopping features are transforming the landscape of paid media, creating new opportunities — and challenges — for brands. Our Head of Paid Media writes for The DRUM, highlighting how tools like Google’s AI Max and ChatGPT’s shopping features are shifting the focus from traditional keyword targeting to AI-driven personalisation. These platforms interpret intent, deliver contextually relevant product suggestions, and guide users to conversion without leaving the AI interface, effectively becoming new digital storefronts.

For Paid Media teams, this evolution means campaigns must balance control and automation. Read the full article on The DRUM.