Advertising is coming to AI chatbots — and it could influence the answers you get

By Carlos Diaz Ruiz, Associate Professor of Marketing, Hanken School of Economics
Broderick Turner, Assistant Professor of Marketing, Virginia Tech
Erick M. Mas, Assistant Professor of Marketing, Muma College of Business, University of South Florida
Zeynep Arsel, Professor, Management, University of Bath and Concordia University Chair in Consumption, Markets, and Society, Concordia University

When Google founders Sergey Brin and Larry Page were still university researchers, they warned that advertising could undermine the trustworthiness of search engines. In their landmark paper presenting Google, they also wrote:

“The goals of the advertising business model do not always correspond to providing quality search to users[…]We expect that advertising-funded search engines will be inherently biased toward the advertisers and away from the needs of the consumers.”

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