[Marketing Week] Bob Koigi: ChatGPT reshapes ad buying

ChatGPT is becoming a new environment in which consumers research, compare and form preferences

Advertising is entering a new phase as AI moves beyond content creation and into the mechanics of media buying, targeting and consumer decision-making. AdRoll is piloting advertising in ChatGPT, while Dentsu is pairing ChatGPT campaigns with Adthena’s competitive intelligence.

At the same time, Omnicom Media has tested autonomous AI agents that can identify inventory, negotiate terms and complete ad purchases.

The significance goes beyond another advertising format. ChatGPT is becoming a new environment in which consumers research, compare and form preferences, creating an opportunity for brands to influence decisions before conventional purchase intent emerges. Meanwhile, agentic buying could compress the distance between a campaign brief and the actual purchase of media.

The shift is likely to accelerate. Gartner forecasts that more than 70% of global advertising spend will flow through AI-influenced self-service platforms by 2028, with AI increasingly determining which ads appear, who sees them and what advertisers pay.

The implication is clear: advertising is moving from humans operating platforms to humans directing intelligent systems. Agencies will increasingly compete on strategy, data, oversight and the ability to manage AI-driven environment, not simply on media execution.

But as machines gain greater control over targeting, pricing and placement, independent measurement and transparency will become just as important as automation.

Campaigns of the week

Barclays and VCCP have launched a campaign for Barclays Premier that positions personalised financial planning as a way for mass affluent customers to manage financial decisions and prepare for major life goals.

BBDO Guerrero has launched an integrated campaign for PepsiCo Philippines’ Pepsi Extra Fizz, bringing together P-pop group SB19 and digital creator Mimiyuuuh.

Hyundai Motor Group has partnered with Korean electronic musician KIRARA on Temper, a composition that translates the Group’s approach to technology development into sound.

Agencies and accounts

Global marketing and communications agency FINN Partners has been appointed by Destination New South Wales (NSW) to lead its UK public relations, influencer and creative partnerships.

Public relations agency 5WPR has been appointed agency of record for financial platform Novo, taking responsibility for the company's communications strategy in the US.

Partnerships and acquistions

Nielsen has agreed to acquire media verification platform DoubleVerify in an all-cash transaction valued at approximately $2.15 billion.

Strategic communications group PPHC has acquired Florida government relations firm The Advocacy Partners (TAP), expanding its state-level public affairs network in the US.

Other major news of the week

Netflix has concluded its 2026 US Upfront with advertising commitments from partners across all major agency groups.

Ogilvy has appointed Kappie Kopp as Global Head of Communications for The Ogilvy Group and Nicole Parkinson as Global Head of Marketing, strengthening the agency’s global leadership across communications, marketing and business growth.

HEINZ has introduced the Love Lid, a customizable ketchup bottle lid that allows consumers to adjust the amount of ketchup dispensed based on personal preference.

Bob Koigi is the editor-in-chief of Marketing Report.One

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