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Paid advertising has started appearing inside AI assistants like ChatGPT. Here is how it works, who is already testing it, and the practical moves businesses should make before the channel matures.

At a French retail conference Danone revealed it personalises creative at scale using AI tied to purchase data, and is now testing ads inside ChatGPT while tracking how answer engines cite its brands.

OpenAI's first-ever France advertising campaign leans on two grandmothers to launch ChatGPT Voice and two new French voices, breaking the fourth wall to make an AI product feel human and unthreatening.

A 12 October Digiday report finds agencies and CMOs planning media and creative against AI-generated synthetic audiences, with one Kenvue brief falling from about 30 days to 3.

The bank's customer chief says generative AI belongs nowhere near its brand — but everywhere in its fight against fraud.

Search engines increasingly answer questions in place instead of sending clicks. Here is how to be the brand that gets quoted, not just the one that ranks.

The EHI Marketing Insights Report 2026 shows AI content creation is now routine for retailers, and that many worry it is flattening their brand voice.

Google has opened its SynthID Detector to the public, letting people check whether images and other media were generated by AI, and extending coverage beyond its own models.

French AI champion Mistral has unveiled Mistral Large 4, a roughly trillion-parameter open-weight model positioned as ‘designed in Europe’.

Advertisers are keeping ChatGPT ad budgets tiny because OpenAI's conversion tracking is slow, patchy and short on demographic data, leaving brands unwilling to scale beyond test spend.

Antvoice and Stelleo have released the 2027 edition of their 'La French Alternative' adtech cartography, adding a new mapping of advertising AI providers.

AI video startup Runway has released an agent that can recreate an ad, spin out variations, localise it and publish approved versions to Meta, Google and TikTok.

Ad-industry dealmaker Michael Kassan has backed OptimizeGEO, a generative-engine-optimization platform valued at around $80M, as money flows into AI-era brand discovery.

At Made on YouTube 2026, YouTube unveiled new AI features — AI agents, Gemini-powered editing, live gamification and script coaching — to deepen creator retention.

Brandtech's Pencil has launched Scribble, an AI 'orchestration layer' that reads a brief and routes work across models — built on 500,000+ briefs and cutting repetitive-task time by up to 80%.

Accor has rolled out ALL Concierge at scale — a conversational AI travel companion, available in 11 languages, that assists guests across the whole journey.

Measurement firm Lifesight has open-sourced Horizon, its AI marketing forecasting engine, betting that transparency wins trust in a crowded measurement market.

Behind The Gloves and Brothers & Sisters launch an AI-generated film inventing boxing's 'seventh punch' to promote a Barcelona charity fight raising €200,000.

German strategist Liane Siebenhaar has gone independent with 'Forderland,' an AI-powered brand-intelligence consultancy that tracks how brands appear across LLMs, social and news.

A YouGov survey of German decision-makers finds many expect AI-powered search to replace classic search engines for customer acquisition — a warning shot for SEO-dependent brands.