Advertising Reloaded: How AI Is Transforming Advertising
Position Your Brand for the AI Era
Invest in GEO (Generative Engine Optimisation) now
GenAI is not Google and does not work like a traditional web search. Website content is not listed but interpreted, classified, and evaluated. This means that brands should shape the right connotations associated with their own brand early on. This can be achieved with:
- the optimisation of your own website to be easily consumed by AI-powered search engines (e.g. through structured metadata such as schema, attributes, categorisation)
- clear data and facts about your brand or product, ideally supported by quotes and statistics
- expert opinions or well structured FAQ sections
Advertising in AI results: Seizing the moment
Another change in the advertising industry will be the upcoming advertising formats in responses from popular AI providers such as OpenAI (ChatGPT). The first AI platforms are currently piloting models in which paid placements are contextually integrated into generative results. These are not displayed to the user as classic ad blocks, but as part of the response logic, offering a completely new form of native advertising.
Companies that prepare for this new advertising channel in a timely manner have an exciting opportunity, especially in the beginning, to promote their own brand.
The “Mobile-first” principle is being succeeded by “AI-Agent-ready”
In 2026, anyone developing digital products without taking AI agents into account will pay the price with a loss of revenue and reach. This applies both to the development of new offerings and to the opening up of existing platforms.
Stable and well-versioned interfaces (APIs) that make it easier for agents to access relevant content, as well as precise documentation that can be easily processed by machines, are now an integral part of every digital product development cycle.
In addition, the implementation of Model Context Protocols (MCP) is becoming increasingly important. MCP enables AI agents to reliably discover, interpret, and interact with tools, data sources, and services by providing a standardised way to expose context, capabilities, and permissions. Products that adopt MCP early reduce integration friction, improve agent interoperability, and ensure their services can be safely and efficiently used by a growing ecosystem of AI agents.
Linking customer data to use AI to its full potential
AI needs a consistent, well-documented data model to not only automate but also optimise accurately. Only when CRM systems and customer data platforms (CDP) are properly integrated can AI systems reach their full potential.
Isolated data silos slow down learning processes and make it difficult to automate key marketing processes – from the data-driven creation of effective content to identifying the optimal time for the next customer contact. Intelligently networking data creates the basis for scalable marketing processes and relevant personalisation, and gives you a sustainable competitive advantage with AI.
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