Author: Kimeko McCoy

AI search may be the industry’s latest shiny object, but most marketers aren’t spending heavily on AI search ads yet. Instead, those dollars are being routed to creators, content, agency services and tools to influence how their brands are cited in LLMs.

WPP forecasts AI search advertising will become the industry’s fastest growing channel. Many brands, however, seem more focused on earning visibility inside AI-generated answers instead of shelling out for paid placements — at least that’s the case for now as marketers still have questions about return on investment.

The writing is on the wall, just ask any publisher.

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Just six weeks after OpenAI’s ads manager was made widely available in the U.S., the AI company has now expanded the product to the U.K., in beta.

The move makes the U.K. the fifth market with access to the self-serve platform, joining the U.S., Canada, Australia and New Zealand. The mechanics are the same as they are in the U.S., with general availability for advertisers in approved categories whose ads pass policy review.  Despite the U.K. only being added to the pilot six weeks ago, alongside Brazil, Japan, South Korea and Mexico, advertisers can now register, add payment information, set budgets, bids and pacing, upload ads, launch and manage campaigns, and view performance in the portal. 

Enabling self-serve in the U.K. will rapidly expand OpenAI’s advertising demand, but ramping up supply to match growth will be more of a challenge given its more restrictive regulatory environment, according to Claire Holubowskyj, senior research analyst at Enders Analysis. 

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