The first challenge stems from how new ChatGPT ads are. Brands have spent a lot of time perfecting their search ad strategies, but AI search is an entirely new beast – according to some, at least. Ten percent to 20% of Google searches are commercial queries, he said, compared to only 2% to 3% of ChatGPT queries. And although most ChatGPT queries aren’t directly commercial, Diaz Nesamoney, CEO of agentic marketing platform DaVinci Commerce (formerly Jivox), believes chatbots have a unique advantage in ecommerce. After all, ChatGPT’s goal is “to keep people inside ChatGPT,” said Phillip Thune, CEO of AI search intelligence platform Adthena.