Another potential ad spend lift might be that AI essentially enables a million businesses to be generated using generative training and agents, but without developing brands none of them will win - this is likely to be true in DTC digital services for sure
Insightful… could maybe argue that over the last twenty years the same bundling effect has happened as search spend went from discretionary demand generation to including defensive spend on brand terms (essentially spend on navigation) and social media integrated PR spending..
Another potential ad spend lift might be that AI essentially enables a million businesses to be generated using generative training and agents, but without developing brands none of them will win - this is likely to be true in DTC digital services for sure
Insightful… could maybe argue that over the last twenty years the same bundling effect has happened as search spend went from discretionary demand generation to including defensive spend on brand terms (essentially spend on navigation) and social media integrated PR spending..