Advertising spend is shifting. GenAI is rapidly becoming the first stop for early-stage discovery, reducing top-funnel search and open-web traffic as informational queries move into chat interfaces. Deeper product research, shopping activity and purchase intent remain strong in mid- and lower-funnel channels.
As intent concentrates downstream, advertising spend continues to flow toward closed ecosystems like social commerce, influencers and retail media, where fewer visits deliver higher purchase readiness and performance is easier to measure.
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