The Marketeer magazine published a piece on the reaction of the advertising sector in Portugal to the arrival of ChatGPT Ads in the national market. The article explores the paradigm shift represented by the entry of advertisements on conversational artificial intelligence platforms, where brands no longer appear only in response to direct consumer searches.
The central focus of the analysis is the difference between the traditional search-based advertising model and the new conversational format, where brands can appear while the user discusses their needs, fundamentally changing the dynamics of advertising exposure.
To understand the impact of this innovation, Marketeer spoke with advertising agency executives, advertisers and sector associations, seeking to cross-reference the first practical experiences in Portugal with the arrival of this new form of digital advertising.
The article serves as a starting point for deeper reflection on how Portuguese professionals and companies are preparing for and adapting to this new advertising context.
