Footfall is not a receipt.
- 01
Budget for AI prices that reflect what the models really cost to run
AI tools are priced below what they cost to run today, and a budget that assumes those prices will hold is a budget with a hidden risk.
CNBC
- 02
Write your website for the software that reads it, because publishers already are
When AI tools read your site on a buyer's behalf, the pages that state their facts plainly are the ones that get quoted correctly.
Digiday
- 03
Expect AI assistants to start doing errands for customers, not just answering questions
If assistants are being trained to finish errands, the businesses that are easy to complete a task with will collect the errands.
OpenAI
- 04
Read the platform terms that decide what Meta can take from your website
The code you install to measure ads is also a data agreement, and the terms behind it are changing without much notice.
The Local Norway
- 05
Ask who owns your customer data now that Publicis owns LiveRamp
Customer data is one of the few assets a marketing team truly owns, and a change in who owns the pipes is a reason to check the lock.
LiveRamp
- 06
Use the agency market's slow quarter to renegotiate on results
Agencies under pressure will negotiate, and a fee tied to your own numbers keeps the work pointed at the outcome.
WPP
The crowd is easy to count, and the receipt is the proof.
Across this week's news, the companies in the middle of marketing are being asked to show what they actually deliver: AI channels selling audience before purchases, AI makers spending ahead of revenue, publishers rebuilding pages for machine readers, data companies changing hands, and agencies trading on results. The businesses that keep score in their own systems, by revenue, by verified leads and by what their customers actually do, will be the ones choosing partners rather than being chosen by them.
Footfall Is Not a Receipt
The first receipts from AI advertising are in, and a paid ChatGPT visit is earning about a third of a Google search visit while the earned recommendation beside it pays best of all. Price the new channels by what rings up, not by how many people walk past.
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