Google is integrating AI across its marketing workflow, including Gemini-powered ad experiences and agentic commerce, indicating a central role for AI in future ad operations. OpenAI is expanding its ad stack within ChatGPT, rolling out CPA buying and ads for advertisers, pushing it towards a performance marketing platform. Netflix unveiled a new "Binge Ads" format at its Upfront, allowing sequential storytelling across episodes in a single viewing session to leverage viewing data for brands.
AI is rapidly becoming the core operating system for advertising, with Google integrating it from planning to measurement and OpenAI building out its ad stack within ChatGPT. This mandates that marketers provide structured data and clear commercial rules to machines for effective automation. Simultaneously, the premium video landscape is fragmenting further as HBO Max enters New Zealand, pushing Sky and Neon to diversify content beyond Warner Bros. Discovery titles and Netflix to innovate ad formats like 'Binge Ads' for CTV. The shift means advertisers must plan for audience behavior across diverse platforms rather than platform loyalty, as content-led churn and service juggling increase.
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