When Advertising Shifts To Prompts, What Should Advertisers Do?

When I last wrote about Google AI Mode, my focus was on the big differentiators: conversational prompts, memory-driven personalization, and the crucial pivot from keywords to context.

As we see with the Q2 ad platform financial results below, this shift is rapidly reshaping performance advertising. While AI Mode means Google has to rethink how it makes money, it forces us advertisers to rethink something even more fundamental: our entire strategy.

In the article about AI Mode, I laid out how prompts are different from keywords, why “synthetic…