What AI disruption means for experimental ad budgets

Experimental ad budgets are getting a second look nowadays. AI platforms are rolling out ad products, tried and true channels are more saturated than ever and marketers are desperate to find new audiences. Those marketers are revamping their test-and-learn budgets to account for things like generative search optimization (GEO), ChatGPT pilot ads and even out-of-home. Agencies say there’s a larger