You’ve all heard that ChatGPT is testing getting ads. So the obvious question is no longer if — but what kind of channel this becomes. Will it become the next performance goldmine? A brand-safe search replacement? The future of intent-based media buying? Or a catastrophic mess waiting to happen? If AI platforms turn into advertising inventory, everything media agencies, digital teams and advertisers care about comes into play: targeting, attribution, pricing models, transparency, brand safety, SEO, discoverability and control. Who gets visibility when answers are no longer organic? Is this Google Search 2.0 — or something far more opaque? And what happens to performance logic when the “user journey” is a conversation?
This panel led by Božidar Abramović (CEO, Omnicom Media Group, Member of HURA & IAB Croatia) with Ivana Kulenović (Head of Growth, Pro media group, Member of HURA & IAB Croatia), Fran Mubrin (Creative Director, 404, Partner, MYTY, Member of HURA & IAB Croatia) and Zorin Radovančević (Head of Analytics, Escape, Member of IAB Croatia) looks at what Sponsored Intelligence really means for media buying, performance, SEO and advertisers — not in theory, but in practice. Is this a new category of advertising we should be testing yesterday? Or a channel that will break more things than it fixes? What is your perspective: excited about a fresh opportunity or predicting a strategic nightmare? Are we looking at a future-defining channel — or just another shiny toy with a billing model?
