61% of US paid search marketers believe future chat-based search advertising would be very or highly effective, according to NP Digital.
Google and Microsoft are experimenting with incorporating advertisements into their chatbot experiences, reported Insider Intelligence/eMarketer.
Sundar Pichai, CEO of Google, hailed the company’s Search Generative Experience as a “clear quality win,” but search specialists are not convinced.
“Chat-based search could provide users with more conversational, personalized search results. However, there are concerns around misinformation, a cluttered interface, and regulatory risks,” according to Insider Intelligence/eMarketer.
According to NP, 20% of US marketers see chat-based search ads as “extremely effective” and 41% as “very effective.” Another 19% evaluate chat-based search ads as “moderately effective.”