The Rise of GEM: Is Generative Engine Marketing the Future of AI?
So here comes GEM (Generative Engine Marketing/Monetisation), the likely progression that will eventually make AI investments pay off.
The larger-scale monetisation of Generative AI Ads has been initiated by Google. Although it selectively debuted and was tested last year as ‘Search Generative Experience’, Google has announced that it is launching ads within AI Overviews.
For those who are not sure of AI overviews, these are the short, automatically generated summaries that appear at the top of your Google Search queries. According to the available information, it will be rolled out to mobile users in the US.
I have always maintained my POV that, at the end of the day, advertising will be the primary way for AI companies to monetise AI. It will be interesting to see how other LLMs monetise and start generating revenue for their massive investments.
Although GEO is a key focus for brands, LLMs are unlikely to generate revenue by having brands optimise their content organically for Generative AI search results. There are no free lunches ever.
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