ChatGPT Meets Ads: How Is AI Changing the Perception of Digital Advertising?

In our new study, “ChatGPT Meets Ads – Attention and Advertising Response in a Conversational Environment”, we explore the new opportunities for digital brand communication that arise from integrating advertising into AI-powered conversational environments. The key questions we asked ourselves were: How do users perceive advertising within ChatGPT? What role does the usage context play, and how does the advertising impact differ from that of established platforms like Instagram and Google?

As part of the study, 400 participants in the U.S. were observed using our research methods In-Context and SEAL Eye-Tracking. Various ad formats within ChatGPT were compared with ads on Instagram and Google.

The study’s results provided insightful findings. ChatGPT advertising shows promising potential in terms of visual attention and ad recall. At the same time, the study highlights that different ad formats have different strengths and that the impact of advertising depends significantly on the usage context and the respective campaign goals.

But what are the differences between static ads and carousel formats? How does the conversational environment influence attention? And what insights can be drawn from this for the future design of digital advertising?

These and other questions are answered in our new study. Discover the results and recommendations in the full study!