Welcome to the forefront of conversational AI as we explore the fascinating world of AI chatbots in our dedicated blog series. Discover the latest advancements, applications, and strategies that propel the evolution of chatbot technology. From enhancing customer interactions to streamlining business processes, these articles delve into the innovative ways artificial intelligence is shaping the landscape of automated conversational agents. Whether you’re a business owner, developer, or simply intrigued by the future of interactive technology, join us on this journey to unravel the transformative power and endless possibilities of AI chatbots.
CANNES, France — For decades, that moment of a consumer intent decision lived inside a search query. Now it’s happening inside a conversation with an AI assistant.
When a consumer asks ChatGPT whether a particular skincare product will work for their specific concerns, they’re revealing a bit more than a keyword ever could. This new kind of intent signal, once the exclusive province of search engines and social platforms, is migrating to conversational AI.
“The companies that own that path toward intent and can mine that intent and can understand that intent, whether it’s a conversational environment or whether it’s following the path back and forth from AI to other destinations, that’s where the future lies,” said Debra Aho Williamson, founder and chief analyst at Sonata Insights, during her AI Summit at the Beet.TV Leadership Sessions during Cannes Lions 2026.
Williamson, who spent 19 years at eMarketer building out the firm’s social media research practice, has turned her analytical lens toward how AI is reshaping consumer behavior. She shared a personal anecdote that illustrates the shift she’s tracking.
Standing in front of her mirror one Saturday morning before her birthday, Williamson noticed she wasn’t happy with how her eyes looked. Shortly after, she saw an Instagram ad featuring Gwyneth Paltrow wearing eye patches for the Goop brand. Rather than clicking through, she took her question to ChatGPT.
“I said:
‘Hey, ChatGPT, tell me about these Goop eye patches. Will they work for me? I have deep-set eyes, I have wrinkles, I have some circles under my eyes.’
“And what ChatGPT said was:
‘No, this is not the product for you. You need this other product that I had never heard of, The Ordinary Caffeine Solution.’
”I didn’t know what that was – never heard of The Ordinary, never thought about using caffeine, but I was intrigued.”
Williamson eventually purchased the recommended products on Amazon. But the transaction data tells only a fraction of the story.
“The retailer at the end does capture the transaction. Amazon got a sale,” Williamson said. “But Amazon and no other media platform other than ChatGPT got any signal, any intent signal of what I was interested in doing.”
What are the implications here? ChatGPT learned that Williamson had a concern, was open to new products, and was ready to buy. That progression of intent, which once would have been captured across multiple search queries and retargeting cookies, happened entirely within a single conversational thread invisible to traditional ad platforms.
The shift Williamson describes is beginning to attract real money. US AI ad spending will more than double over five years to $68.25 billion in 2030, according to Emarketer’s 2026 forecast. However, the research firm notes that in 2026, more than 80% of AI advertising will appear adjacent to AI content rather than inside chatbot conversations themselves.
Chatbot-native ad spending remains a small but fast-growing category. Emarketer projects AI chatbot ad spending will rise 1,641% in 2026, but only to $0.96 billion. The larger near-term opportunity sits in AI search-adjacent advertising, forecast to grow 152% to $26.42 billion this year.
Williamson, who launched her AI Ad Economy Substack earlier this year, argues that marketers need to pay attention to where consumer behavior is heading, not just where budgets currently sit.
“I also want to encourage you to just think about the consumer,” she said. “Think about how consumer behavior is changing. Think about how your advertising is reaching them and what signals you are able to adapt to.”
She acknowledged that advertising within AI platforms like ChatGPT isn’t right for every brand. But she emphasized that the underlying behavioral shift is real and durable.
“When consumer behavior changes and technology changes, marketing changes too,” Williamson said. “And following the consumer is going to, I think, help you to follow where the money is going as well.”
CANNES, France — For decades, that moment of a consumer intent decision lived inside a search query. Now it’s happening inside a conversation with an AI assistant.
When a consumer asks ChatGPT whether a particular skincare product will work for their specific concerns, they’re revealing a bit more than a keyword ever could. This new kind of intent signal, once the exclusive province of search engines and social platforms, is migrating to conversational AI.
“The companies that own that path toward intent and can mine that intent and can understand that intent, whether it’s a conversational environment or whether it’s following the path back and forth from AI to other destinations, that’s where the future lies,” said Debra Aho Williamson, founder and chief analyst at Sonata Insights, during her AI Summit at the Beet.TV Leadership Sessions during Cannes Lions 2026.
Williamson, who spent 19 years at eMarketer building out the firm’s social media research practice, has turned her analytical lens toward how AI is reshaping consumer behavior. She shared a personal anecdote that illustrates the shift she’s tracking.
Standing in front of her mirror one Saturday morning before her birthday, Williamson noticed she wasn’t happy with how her eyes looked. Shortly after, she saw an Instagram ad featuring Gwyneth Paltrow wearing eye patches for the Goop brand. Rather than clicking through, she took her question to ChatGPT.
“I said:
‘Hey, ChatGPT, tell me about these Goop eye patches. Will they work for me? I have deep-set eyes, I have wrinkles, I have some circles under my eyes.’
“And what ChatGPT said was:
‘No, this is not the product for you. You need this other product that I had never heard of, The Ordinary Caffeine Solution.’
”I didn’t know what that was – never heard of The Ordinary, never thought about using caffeine, but I was intrigued.”
Williamson eventually purchased the recommended products on Amazon. But the transaction data tells only a fraction of the story.
“The retailer at the end does capture the transaction. Amazon got a sale,” Williamson said. “But Amazon and no other media platform other than ChatGPT got any signal, any intent signal of what I was interested in doing.”
What are the implications here? ChatGPT learned that Williamson had a concern, was open to new products, and was ready to buy. That progression of intent, which once would have been captured across multiple search queries and retargeting cookies, happened entirely within a single conversational thread invisible to traditional ad platforms.
The shift Williamson describes is beginning to attract real money. US AI ad spending will more than double over five years to $68.25 billion in 2030, according to Emarketer’s 2026 forecast. However, the research firm notes that in 2026, more than 80% of AI advertising will appear adjacent to AI content rather than inside chatbot conversations themselves.
Chatbot-native ad spending remains a small but fast-growing category. Emarketer projects AI chatbot ad spending will rise 1,641% in 2026, but only to $0.96 billion. The larger near-term opportunity sits in AI search-adjacent advertising, forecast to grow 152% to $26.42 billion this year.
Williamson, who launched her AI Ad Economy Substack earlier this year, argues that marketers need to pay attention to where consumer behavior is heading, not just where budgets currently sit.
“I also want to encourage you to just think about the consumer,” she said. “Think about how consumer behavior is changing. Think about how your advertising is reaching them and what signals you are able to adapt to.”
She acknowledged that advertising within AI platforms like ChatGPT isn’t right for every brand. But she emphasized that the underlying behavioral shift is real and durable.
“When consumer behavior changes and technology changes, marketing changes too,” Williamson said. “And following the consumer is going to, I think, help you to follow where the money is going as well.”
Beet.TV Daily Digest
Beet.TV Mailing List
Beet.TV Daily Digest
Beet.TV Mailing List
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. You can accept all cookies, reject non-essential cookies, or customize your choices.
Choose which optional cookies and tracking technologies you want to allow. Necessary cookies are always active because they are required for the website to function.
Required for core website functionality and security.
Allows optional site features such as sharing tools and push notification services.
Allows analytics tools such as Google Analytics to measure website usage.
Allows advertising, remarketing, and marketing measurement technologies.
