Ads That Talk. What You Need to Know About the New SEM

Personalization is not enough anymore. Now it’s all about conversation.

Research shows that 82% of consumers respond positively to brands that advertise products aligned with their purchase intent (Epsilon). Until recently, personalization was the go-to solution. Today it’s conversation. More specifically, conversational AI environments are changing the way consumers search and shop online.

Tools like ChatGPT and AI Overviews can instantly understand even complex, multi-layered user queries and then deliver tailored product suggestions. For marketers, this raises a key question: how do you plan search ads when users aren’t clicking links but are instead asking questions?

Understanding how these tools work and how to boost your visibility in AI-driven search is now essential for digital advertisers.

ChatGPT Shopping: Recommendations Without Ads?

ChatGPT, as a conversational AI assistant, offers a Shopping feature that allows the user to describe what they’re looking for in their natural language, e.g., “I’m looking for a comfortable gravel bike for long trips,” and the model instantly suggests products, compares prices, shows reviews, and redirects to stores. 

Additionally, ChatGPT analyzes the context of the conversation and takes into account previous queries, preferences, lifestyle, and even remembers this information for later. If something’s unclear, ChatGPT will ask follow-up questions to improve accuracy.

ChatGPT Shopping works based on integrations with trusted commerce partners such as Bing Shopping and Microsoft Shopping.

Example of ChatGPT product recommendations

So how do you get your products featured in AI-generated search results?

Unfortunately (for advertisers), products recommended by ChatGPT Shopping are selected independently by AI and are not paid placements (currently). 

ChatGPT assesses the user’s intent based on their query.

What can you do to improve your chances of showing up in ChatGPT Shopping? 

You cannot “buy” placement in ChatGPT Shopping results. But you can (and should) focus on organic optimization. 

Examples include:

• Presence on partner platforms: For your products to be recommended by ChatGPT Shopping, they must be available and well-optimized on the platforms integrated with ChatGPT (e.g., Bing Shopping).

• Quality of product data: The rule is simple: “garbage in, garbage out.” Clear, accurate data (images, descriptions, reviews) makes a big difference.

• Optimization of the landing page (store): ChatGPT sends users straight to your store, so the landing page must be secure (HTTPS), user-friendly, and easy to buy from.

Ads in ChatGPT - What Are OpenAI’s Plans?

According to the Financial Times, OpenAI is exploring adding payment options directly within ChatGPT, letting users complete purchases inside the platform. Sellers who accept and fulfill orders this way would pay OpenAI a commission.

Google AI Overviews and AI Mode: Advertising Integrated with AI Responses

Unlike ChatGPT, Google is already rolling out of paid ads in new AI formats:

• AI Overviews (AIO): Ads appear alongside AI-generated summaries in classic search results.

• AI Mode (AIM): A more interactive mode where the user conducts a conversation with the search engine and asks follow-up questions.

As of now, the full functionality of AI Mode (AIM) is available in the U.S., the U.K., and India.

How do ads work in AI Overviews and AI Mode?

Google shows ads when it detects clear purchase intent from the user’s query and the AI’s response. These ads are context-aware and help speed up the consumer’s journey through the purchase funnel.

Example of an ad integrated with AI Overviews (AIO) Source: Google

How to display ads in AI Overviews or AI Mode?

For your ads to appear in AIO or AIM:

Use AI-driven campaigns:

• AI Max (search campaigns without keywords),

• Performance Max,

• Broad Match in search campaigns.

Use Smart Bidding and dynamic assets - Google will optimize ad relevance based on query context using machine learning.

• Maintain a high-quality product feed (PMax) - freshness, completeness, attractiveness (images, videos, prices, delivery).

• Update the product feed with the latest product information.

• Ensure product descriptions, prices, promotional offers, shipping and return details, and other product attributes are accurate.

• Remember to provide high-quality product images and/or videos.

Example of a shopping ad integrated into AI Mode Source: Google

From Keywords to Prompts

The common denominator? A shift in approach - from classic SEM (based on keywords) to contextual, real-time actions driven by language models.

• Users now talk to AI instead of typing keywords.

• There are fewer clicks, but their quality and intent are significantly higher.

• New monetization models (e.g., sales commissions within ChatGPT) are just the beginning.

What can you do today?

1. Take care of your data - Keep your data clean, current, and complete (in feeds and on your site).

2. Test AI-driven campaigns - PMax, AI Max.

3. Diversify creatives - text, graphics, video.

4. Build a smooth shopping experience - including for AI.

5. Develop your team - prompt engineering, data analysis, AI-first thinking.

Are you ready?

Platforms like ChatGPT, Bing Chat, and Google AI Mode aren’t experiments. They’re already real, functioning sales channels. 

However, AI-driven Ads do not work like traditional auction systems. What matters is quality, intent, and the AI’s ability to interpret your offer.

We help brands adapt to this new AI search landscape. Want your campaigns to perform in AI-driven environments? Let’s talk.

Source: 

Google, “Ads in AI Overviews & AI Mode” Google, May 2025,

OpenAI. "Improved Shopping Results from ChatGPT Search."https://help.openai.com/en/articles/11128490-improved-shopping-results-from-chatgpt-search

Adegbola, Anu. "Ads Arrive in Google AI Overviews – Here’s What They Look Like." Search Engine Land,https://searchengineland.com/google-ads-ai-overviews-spotted-455889

Epsilon Marketing, “The push and pull of personalization”, April 23, 2024, https://www.epsilon.com/us/insights/resources/personalization-research, 

Google, “Nasze podejście do wyszukiwania”, https://www.google.com/intl/pl_ALL/search/howsearchworks/our-approach/

Criddle Christina, Murphy Hannah, Thomas Daniel “OpenAI to take cut of ChatGPT shopping sales in hunt for revenues” https://www.ft.com/content/449102a2-d270-4d68-8616-70bfbaf212de