Why ChatGPT Ads Matter: What We've Learned as an Early Agency Partner

The way people search is changing.

For more than two decades, digital marketing strategies have been built around traditional search engines. Users entered keywords, compared results and clicked through to websites. Today, we're seeing a fundamental shift in behaviour. Increasingly, consumers are asking questions rather than searching for keywords, turning to AI assistants like ChatGPT for recommendations, research and purchase consideration.

This isn't replacing search overnight, but it is reshaping the very top of the customer journey.

At JACK RYAN, we've been quick to embrace this shift. As one of the early media agencies to roll out ChatGPT Ads, we're already helping brands understand where conversational AI fits within the modern media mix.

A New Discovery Channel

ChatGPT represents a new type of media environment. Instead of competing for clicks on a search results page, brands now have the opportunity to appear within conversations where users are actively exploring ideas, products and solutions.

These conversations are often longer, more contextual and driven by genuine curiosity. Users aren't just asking "best running shoes"; they're asking questions like:

• "What's the best running shoe for someone training for their first marathon?"

• "Compare hybrid SUVs under £40,000."

• "Help me plan a family holiday to Italy."

  
  

This creates a very different mindset from traditional search. People are exploring. They're learning. They're forming opinions.

Why We See ChatGPT Ads as Top-of-Funnel Media

Our early experience suggests ChatGPT Ads are best positioned as an awareness and discovery channel. Rather than replacing paid search, they complement it.

The strongest opportunity today sits at the top of the funnel; introducing brands during the research phase, when consumers are gathering information and considering different options.

For advertisers, this means focusing on:

• Building awareness among high-intent audiences.

• Influencing consideration before brand preferences are established.

• Reaching users during exploratory conversations.

• Supporting broader brand and demand generation strategies.

  
  

As conversational AI becomes a more common starting point for discovery, being present during these moments becomes increasingly valuable.

Consumer Behaviour Is Already Changing

One of the clearest trends we're seeing is a growing shift in how people seek information. Consumers are moving away from fragmented keyword searches and towards natural conversations.

Rather than opening multiple browser tabs and refining searches repeatedly, users are asking AI to synthesise information, compare options and provide recommendations in a single interaction.

This behavioural shift has significant implications for marketers. If discovery increasingly happens through AI assistants, brands need to consider how their media strategy evolves alongside changing consumer habits. We're not witnessing the end of search. We're witnessing its evolution.

Measuring Success Differently

As with any emerging platform, success shouldn't be judged solely through a traditional performance lens. ChatGPT Ads currently offer the greatest value higher up the funnel, where metrics such as reach, awareness, engagement and consideration become increasingly important.

Like connected TV, digital audio or premium display before it, conversational AI opens a new environment for brands to build familiarity before users arrive at lower-funnel channels. That awareness can later translate into branded searches, website visits and stronger conversion performance across the wider media ecosystem.

"Every major shift in media has been driven by changes in consumer behaviour, not just new technology. We're already seeing people move from typing keywords into search engines to having natural conversations with AI. That's a fundamental change in how discovery happens. Early adoption gives brands the opportunity to learn, test and establish a presence before conversational AI becomes a mature advertising channel. The brands investing today won't just understand the platform better, they'll understand tomorrow's consumer better."

Ryan Dunlop, Head of Strategy, JACK RYAN

Looking Ahead

We're still in the early stages of conversational advertising, and the ecosystem will continue to evolve rapidly. Formats will mature. Measurement will improve.

Targeting capabilities will become more sophisticated. Most importantly, consumer adoption will continue to grow as AI becomes embedded into everyday decision-making.

At JACK RYAN, we're excited to help clients navigate this new landscape. By testing, learning and optimising early, we're building practical experience that allows our clients to stay ahead of the curve rather than reacting after the market has moved. The future of discovery is becoming conversational. We're already helping brands be part of that conversation.