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Brands say ChatGPT ads won’t move the needle this holiday season

Modern Retail’s Gabriela Barkho reports that advertisers are testing ChatGPT ads but expect little holiday budget to shift from Google or Meta, citing high costs and unproven sales results. Measured’s Terence Einhorn says ChatGPT’s cost-per-click runs six times Google’s.

Why it matters. Until ChatGPT proves incremental sales and cuts its cost-per-click, Meta and Google keep the leverage over brands’ holiday budgets.

Signal from modernretail.co · Gabriela Barkho · read the original.

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