{"id":28658,"date":"2026-03-10T15:50:02","date_gmt":"2026-03-10T15:50:02","guid":{"rendered":"https:\/\/www.valpak.com\/advertise\/?p=28658"},"modified":"2026-03-10T16:39:03","modified_gmt":"2026-03-10T16:39:03","slug":"tomorrow-is-here-ai-in-advertising-search-results","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/tomorrow-is-here-ai-in-advertising-search-results","title":{"rendered":"Tomorrow is here: AI in advertising &amp; search results"},"content":{"rendered":"\n<p>AI is reshaping online advertising and search results, changing how consumers receive information, as well as how ads are created and perceived. As much as 50% of today\u2019s Google search queries render AI summaries and, according to <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/new-front-door-to-the-internet-winning-in-the-age-of-ai-search\">McKinsey<\/a>, half of consumers polled are using AI to research before making a purchase. To ignore the advent and ubiquity of AI in advertising and search is akin to watching the hole in the top of a hot-air balloon grow and grow, and doing nothing to plug it as you stoically plummet into reality.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image alignleft uagb-block-7f01b889 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-left\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-2.jpg ,https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-2.jpg 780w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-2.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-2.jpg\" alt=\"\" class=\"uag-image-28661\" width=\"473\" height=\"441\" title=\"tomorrow-here-blog-2\" loading=\"lazy\" role=\"img\"\/><\/figure><\/div>\n\n\n\n<p>Intelligent companions\/assistants in the form of helpful, almost sentient tools have become their own marketing channel. They produce thoughts and inspiration, engage in conversation, and offer reasons to buy this or shop there or try something new.<\/p>\n\n\n\n<p>Now, while the ads are not paid ads in AI search results quite yet, they certainly will be soon. Target is one of the first <a href=\"https:\/\/digiday.com\/marketing\/an-influential-seat-at-the-table-why-targets-retail-media-business-roundel-is-one-of-the-first-to-test-chatgpt-ads\/\">reported<\/a> retailers to test ads across ChatGPT\u2019s free and GO tiers, which will <a href=\"https:\/\/digiday.com\/marketing\/an-influential-seat-at-the-table-why-targets-retail-media-business-roundel-is-one-of-the-first-to-test-chatgpt-ads\/\">reportedly<\/a> cost the retail giant $60 per 1,000 views per ad placement.<\/p>\n\n\n\n<p>Valpak partnered with <a href=\"https:\/\/www.purespectrum.com\/\">PureSpectrum<\/a> to survey business owners and consumers about the impact of AI on advertising and search \u2013 and what that shift means for the future of the ad landscape.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-key-findings\">Key findings<\/h3>\n\n\n\n<p><strong>AI is reshaping trust in advertising:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>41%<\/strong> of business owners trust AI ad platforms to optimize campaigns in their best interest, signaling growing reliance on automated media decisions.<\/li>\n<\/ul>\n\n\n\n<p><strong>Data privacy remains a major consumer concern:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>28%<\/strong> of consumers are very concerned about how AI uses personal data for advertising.<\/li>\n<\/ul>\n\n\n\n<p><strong>Customer acquisition costs are trending upward:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>27%<\/strong> of business owners report higher costs to acquire customers since AI has become more common in advertising.<\/li>\n<\/ul>\n\n\n\n<p><strong>Transparency is now table stakes:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>37%<\/strong> of consumers say it&#8217;s extremely important for brands to disclose when AI is used in advertising.<\/li>\n<\/ul>\n\n\n\n<p><strong>AI introduces new challenges for advertisers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>32%<\/strong> of business owners report difficulties with AI-driven advertising or search, including reduced visibility and competition with larger brands.<\/li>\n<\/ul>\n\n\n\n<p><strong>Despite concerns, confidence in AI performance is high:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>71%<\/strong> of business owners believe AI is improving the effectiveness of their advertising somewhat or not.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-ai-means-for-marketers-plain-english-version\">What AI means for marketers (plain English version)<\/h2>\n\n\n\n<p>AI is changing where discovery happens and how decisions get made. More consumer journeys are starting \u2013 and ending \u2013 inside AI-powered experiences that summarize options, recommend brands, and answer questions without requiring a click. That shift reduces visibility for brands that rely heavily on traditional paid and organic search, while increasing pressure on performance channels as competition intensifies over fewer high-intent moments<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>60% of searches now end without a click (<a href=\"https:\/\/www.bain.com\/about\/media-center\/press-releases\/20252\/consumer-reliance-on-ai-search-results-signals-new-era-of-marketing--bain--company-about-80-of-search-users-rely-on-ai-summaries-at-least-40-of-the-time-on-traditional-search-engines-about-60-of-searches-now-end-without-the-user-progressing-to-a\/\">The 60% Problem<\/a>).<\/li>\n\n\n\n<li><a href=\"https:\/\/searchengineland.com\/ai-1-traffic-mostly-chatgpt-464653\">1.08% of site traffic<\/a> comes from AI referrals, showing AI as a discovery layer more than a click generator.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.askattest.com\/blog\/articles\/2025-consumer-adoption-of-ai-report\">43% of consumers trust information<\/a> from AI chatbots; that rises to 68% among regular AI users<\/li>\n<\/ul>\n\n\n\n<p>AI answers are often \u2018good enough.\u2019 For marketers, this creates a double bind: Fewer opportunities to intercept demand as AI answers questions before users ever see ads or listings and higher acquisition costs as brands fight harder for a shrinking pool of conversion-ready queries.<\/p>\n\n\n\n<p>The result: brands need channels that don\u2019t depend on algorithms they can\u2019t see, predict, or influence \u2013 and that still create demand earlier in the funnel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-local-visibility-risk-for-smbs\">The local visibility risk for SMBS<\/h2>\n\n\n\n<figure class=\"wp-block-image alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"436\" height=\"334\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-4.jpg\" alt=\"\" class=\"wp-image-28668\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-4.jpg 436w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-4-300x230.jpg 300w\" sizes=\"auto, (max-width: 436px) 100vw, 436px\" \/><\/figure>\n\n\n\n<p>AI-driven search and recommendation engines are increasingly acting as gatekeepers between consumers and local businesses. While 40% of business owners believe AI summaries improve exposure, others report reduced visibility and difficulty competing with larger brands with deeper budgets and stronger digital footprints.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>This new dynamic disproportionately impacts small and mid-sized businesses because:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"534\" height=\"423\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-5.jpg\" alt=\"\" class=\"wp-image-28669\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-5.jpg 534w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-5-300x238.jpg 300w\" sizes=\"auto, (max-width: 534px) 100vw, 534px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Larger brands are more likely to appear in AI-generated answers due to volume, reviews, and content scale.<\/li>\n\n\n\n<li>Local businesses have less control over how AI systems summarize or surface their offerings.<\/li>\n\n\n\n<li>Ranking logic is opaque, making optimization unpredictable and volatile.<\/li>\n<\/ul>\n\n\n\n<p>In short: AI flattens nuance. Local differentiation gets lost.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-trust-transparency-now-drive-performance\">Why trust + transparency now drive performance<\/h2>\n\n\n\n<p>While controlling and regulating new technologies has historically been as difficult as herding goldfish, consumer reactions, good or bad, can quickly mount and seriously affect businesses. It often falls to brands to make it clear to existing and potential customers when AI is being used in their ads. 94% of consumers said this transparency is important.<\/p>\n\n\n\n<p><strong>This creates a new brand expectation:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-uagb-image alignright uagb-block-65550b5e wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-right\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-6.jpg ,https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-6.jpg 780w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-6.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-6.jpg\" alt=\"\" class=\"uag-image-28671\" width=\"430\" height=\"377\" title=\"tomorrow-here-blog-6\" loading=\"lazy\" role=\"img\"\/><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trust isn\u2019t assumed \u2013 it\u2019s earned through clarity, disclosure, and relevance.<\/li>\n\n\n\n<li>Perceived manipulation backfires \u2013 especially when AI is involved in targeting or personalization.<\/li>\n\n\n\n<li>Human oversight still matters \u2013 consumers respond better when brands signal that people, not just machines, are shaping their messaging.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>When asked how much they trust personalized advertising powered by AI, 35% of consumers weren\u2019t sure. Brands that balance AI efficiency with human authenticity will outperform those that automate without guardrails.<\/p>\n\n\n\n<p>Looking ahead, when asked how they would prefer AI to be used in advertising, 24% said only in limited ways,<br>while 21% do not want AI used in advertising at all. Dare to dream, that ship has already sailed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"893\" height=\"461\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-7.jpg\" alt=\"graph of how would people prefer AI to be used in advertising with image\" class=\"wp-image-28675\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-7.jpg 893w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-7-300x155.jpg 300w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-7-768x396.jpg 768w\" sizes=\"auto, (max-width: 893px) 100vw, 893px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-channel-diversification-imperative\">The channel diversification imperative<\/h2>\n\n\n\n<p>As AI reduces click-through from search and compresses the funnel, brands that rely too heavily on SEM or social performance marketing face rising costs, shrinking returns, and unpredictable volatility.<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"437\" height=\"320\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-8.jpg\" alt=\"image of comment about spending money on AI\" class=\"wp-image-28679\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-8.jpg 437w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-8-300x220.jpg 300w\" sizes=\"auto, (max-width: 437px) 100vw, 437px\" \/><\/figure>\n\n\n\n<p><strong>Smart marketers are already diversifying:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Investing in demand creation, not just demand capture<\/li>\n\n\n\n<li>Rebalancing toward channels that create brand memory and physical presence<\/li>\n\n\n\n<li>Using performance channels more surgically, not as the sole growth engine<\/li>\n<\/ul>\n\n\n\n<p>This is not about abandoning digital \u2013 it\u2019s about building a more resilient media mix in a world where AI increasingly controls discovery.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-direct-mail-gains-strategic-value-in-an-ai-world\">Why direct mail gains strategic value in an AI world<\/h2>\n\n\n\n<p>As digital environments become more crowded, automated, and filtered through AI layers, physical media stands out precisely because it is unfiltered, human-visible, and algorithm-proof.<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"424\" height=\"428\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-9.jpg\" alt=\"Owner comment about AI\" class=\"wp-image-28682\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-9.jpg 424w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-9-297x300.jpg 297w, https:\/\/www.valpak.com\/wp-content\/uploads\/tomorrow-here-blog-9-150x150.jpg 150w\" sizes=\"auto, (max-width: 424px) 100vw, 424px\" \/><\/figure>\n\n\n\n<p><strong>Direct mail offers advantages AI-driven channels can\u2019t replicate:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Guaranteed visibility (it gets into hands, not feeds)<\/li>\n\n\n\n<li>Zero algorithm risk (no ranking, bidding wars, or opaque placement logic)<\/li>\n\n\n\n<li>Stronger memory encoding (physical touchpoints create higher recall)<\/li>\n\n\n\n<li>Earlier funnel impact (drives awareness before AI search even begins)<\/li>\n<\/ul>\n\n\n\n<p>In an era of shrinking clicks and rising CPCs, direct mail becomes a stability layer in the growth mix.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-predictable-results-in-an-unpredictable-market\">Predictable results in an unpredictable market<\/h2>\n\n\n\n<p>The shift to AI-powered search and zero-click behavior represents perhaps the most significant disruption to search marketing since search engines first displaced directories in the 1990s. For businesses relying heavily on SEM, the risk is real: rising costs, fewer leads and declining ROI. Moreover, channel diversification is critical in this new era of AI-driven uncertainty.<\/p>\n\n\n\n<p>Valpak\u2019s model is inherently insulated from the volatility of AI-driven search algorithms \u2013 a stable, proven way to reach homeowners locally \u2013 regardless of what happens in AI search. For businesses that operate on tight margins and rely on a predictable flow of local leads, investing in <a href=\"https:\/\/www.valpak.com\/advertise\/\">Valpak<\/a> now may not just be a good alternative, but a pragmatic necessity. Valpak Chief Sales Officer Jay Loeffler shares, \u201cValpak has built over 50+ years of consumer trust and we allow brands to use our equity to develop and deepen relationships with consumers. While cost per metrics are rising in digital, we are seeing a renaissance of performance in direct mail with an average ROAS of 6:1.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI is reshaping online advertising and search results, changing how consumers receive information, as well as how ads are created and perceived. As much as 50% of today\u2019s Google search queries render AI summaries and, according to McKinsey, half of consumers polled are using AI to research before making a purchase. To ignore the advent [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":28659,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-28658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v24.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tomorrow is here: AI in advertising &amp; search results<\/title>\n<meta name=\"description\" content=\"AI is reshaping online advertising and search results, changing how consumers receive 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