AI Max, ChatGPT Shopping, and the Future of Paid Media

AI platforms are evolving from simple assistants into powerful sales and shopping engines. Tools like AI Max and shopping features from OpenAI are transforming how consumers discover and buy products – often enabling purchases directly within AI conversations.

These tools use machine learning to interpret user intent, personalise recommendations and automate key advertising elements like targeting, bidding and ad placement. This shifts paid media away from traditional keyword-based strategies toward intent-driven, AI-led experiences. As a result, the classic multi-step search journey is collapsing into a single, conversational interaction.

Read more in The DRUM, written by our Head of Paid Media, Neil Baker.