It’s difficult to predict precisely how AI assistants are going to reshape ad-supported search, except to note that some substitution is going to happen. More queries will rely on the summary AI responses, without users navigating to source websites.
As AI assistants handle a growing number of user queries, there will be measurement challenges around user engagement and therefore advertising effectiveness.
Attribution is a clear issue. When AI assistants are used, it is harder to track the user's path from initial query to final conversion (purchase or sign-up, for example).
AI assistants synthesize information without direct clicks on specific links, making traditional last-click attribution models less effective or even obsolete. In other words, the consumer journey is largely invisible.
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Referral tracking likewise is more difficult. While some traffic might be identifiable on some AI platforms, AI assistants will generally not make measurement easy or even possible.
Also problematic are ways to correlate AI interactions with real-world outcomes such as in-store visits.
Click-through rates lose relevance when there is no click-through to measure.
Platforms are experimenting with ads within AI results, including sponsored links or products in Google SGE.
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