How ChatGPT hallucinations can build your brand; Google’s AI search updates

Plus: Social ad spending’s near-term prognosis has gotten worse, not better [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MAY 24, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling There’s still time to sign up for our “Attention! Streaming and the New Digital Ad Economy” summit next Friday. Hear our analysts’ predictions on connected TV, retail media, search, and more. Will we (virtually) see you there? [Register here](! Help us make this newsletter better. Take our two-minute [survey](. TOP STORY [When ChatGPT hallucinations are ‘a feature, not a bug’ for marketers]( ChatGPT makes up information. When it comes to assessing brand strength, these so-called “hallucinations” can be a tool for evaluating what brand associations really are. And those same hallucinations can be fed back into ChatGPT to generate customer profiles, marketing copy, and even new products. Here’s how. [Keep reading]( NEWS AND VIEWS [Google to experiment with ads that appear in its AI chatbot in Search](Our view: Plug-ins offer massive integration opportunities for brands. Interoperability with Microsoft will let the Google rival in on what could be the future of online research and shopping. More announcements from Google: - [Google Search ads will soon automatically adapt to queries using generative AI]( - [Google’s new generative AI tool can help sellers jazz up their product images]( - [Google Bard adds images in responses]( [Microsoft’s Copilot and Bing AI plug-ins will be interoperable with ChatGPT]( Our view: Ads would accompany chatbot responses with a “sponsored” label. Keep a close eye on these experiments; they could dictate the new era of search ads. INDUSTRY VIEWS [3 new methods to optimize your brand’s ad strategy across TV streaming, native, and search]( Navigating the ad-buying landscape is complex. By transitioning toward a multichannel strategy, marketers can say goodbye to a fragmented buying experience and the challenge of full-funnel measurement by leveraging unique consumer behavior insights and targeting ads on specific days and at specific times. Read this sponsored article, contributed by Microsoft. [3 new methods to optimize your brand’s ad strategy across TV streaming, native, and search | Sponsored Content]( [Keep reading]( ANALYSIS [Social ad spending’s near-term prognosis has gotten worse, not better]( US social ad spending has grown by at least 20% almost every year since 2008, when we began tracking it. That boom came to an end in 2022. And this year, social network ad spending will grow at its slowest pace yet. We slashed our 2023 US ad revenue estimates for almost every social platform, and YoY growth will be slower for every platform except Meta. Rising inventory, lower costs per thousand, and new ad formats play a role. [Social ad spending’s near-term prognosis has gotten worse, not better ]( [Keep reading]( THINGS TO KNOW 🚨 [The surgeon general’s warning is a wake-up call for social networks]( 🔎 [20% of CMOs to invest less in paid search, SEO this year]( 🔗 [Netflix’s password crackdown has started in the US]( 📽 [In-theater ads are increasingly relevant and vital]( PODCAST [Behind the Numbers: Reimagining Retail]( The battle for online dollars—Chewy’s growth, Carvana’s momentum, and can Amazon be caught? Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Adobe. [Listen in]( THE BIG QUESTION Hungry tech: BuzzFeed is releasing an AI-powered kitchen assistant that offers recipe recommendations from its food brand, Tasty. What is the tech called? A) Chef Botardee B) Botty Flay C) Mario Botali D) Botatouille E) James Bot F) Carmen Botzatto G) The Soup Botzi H) Bot Cora [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](