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How AI Is Reshaping Advertising for the First Time in a

Decade

By Robert Derow, Justin Kuron, James Reiner, and Mark

Abraham Blog Post January 19, 2026

For the past decade, the mechanics of advertising have remained fairly consistent. Brands compete for attention across search results, social feeds, video and retail media optimizing for clicks, impressions, and conversion rates. While the surfaces have evolved, the basic model hasn't changed: people ______________, advertising platforms ______________, and ______________ the journey.

Artificial intelligence is changing the equation. Instead of static messages placed around content, we're entering an era in which the interface itself understands intent, synthesizes options, and introduces commercial choices directly inside a conversation. This isn't just a new marketing channel it's a fundamentally new advertising environment, with new mechanics, incentives, and rules of competition. Marketing organizations must be prepared to rapidly test, learn, and most importantly scale what works across this growing ecosystem.

Adapted from https://www.bcg.com/x/the-multiplier/how-ai-is-reshaping-modern-advertising