Will Tech Giants Just Use AI Interactions to Create More Effective Ads?

Google never asked its users before adding AI Overviews to its search results and AI-generated email summaries to Gmail, notes the New York Times. And Meta didn’t ask before making “Meta AI” an unremovable part of its tool in Instagram, WhatsApp and Messenger.

“The insistence on AI everywhere — with little or no option to turn it off — raises an important question about what’s in it for the internet companies…”

Behind the scenes, the companies are laying the groundwork for a digital advertising economy that could drive the future of the internet. The underlying technology that enables chatbots to write essays and generate pictures for consumers is being used by advertisers to find people to target and automatically tailor ads and discounts to them….

Last month, OpenAI said it would begin showing ads in the free version of ChatGPT based on what people were asking the chatbot and what they had looked for in the past. In response, a Google executive mocked OpenAI, adding that Google had no plans to show ads inside its Gemini chatbot. What he didn’t mention, however, was that Google, whose profits are largely derived from online ads, shows advertising on Google.com based on user interactions with the AI chatbot built into its search engine.

For the past six years, as regulators have cracked down on data privacy, the tech giants and online ad industry have moved away from tracking people’s activities across mobile apps and websites to determine what ads to show them. Companies including Meta and Google had to come up with methods to target people with relevant ads without sharing users’ personal data with third-party marketers. When ChatGPT and other AI chatbots emerged about four years ago, the companies saw an opportunity: The conversational interface of a chatty companion encouraged users to voluntarily share data about themselves, such as their hobbies, health conditions and products they were shopping for.

The strategy already appears to be working. Web search queries are up industrywide, including for Google and Bing, which have been incorporating AI chatbots into their search tools. That’s in large part because people prod chatbot-powered search engines with more questions and follow-up requests, revealing their intentions and interests much more explicitly than when they typed a few keywords for a traditional internet search.