The shrinking funnel, by the numbers
Search is moving from pages full of links to single, conversational answers. That change shrinks the space where paid ads can appear. eMarketer estimates that AI agents will reduce paid-ad exposure by 38 % at discovery, 47 % during consideration, and 30 % at conversion. Less space means fewer impressions for the same demand.
For marketers, the shift is straightforward: if the answer arrives inside a chat window, there are fewer chances to win attention with a traditional placement. The challenge is no longer about bidding higher; it is about meeting the customer inside the new experience.
Stay visible with Dappier
1. Launch a branded AskAI agent
An AskAI agent sits on your site or app and uses information you provide to answer customer questions. Your AI is fine-tuned to your latest content, and you set the rules for tone, content, and calls-to-action. The conversation can point a shopper to a product page, to submit their email, or any other next step you choose. Then monetize that AI with smarter agentic ads.
2. Advertise across AskAI agents
The same conversational ad units that run inside your agent can also appear in other Dappier AskAI experiences across leading news and media publishers.
Together, the branded agent and the network approach cover first-party engagement and broader reach without depending on the shrinking spaces of classic search results.
Outcomes first, not impressions
Traditional display and paid-search models revolve around buying large numbers of views and hoping a fraction convert. It’s clear that conversational experiences offer a higher level of intent than ever before.
Dappier delivers those agentic ads by understanding both what a user is asking in real time and what content is already present on page. This context helps ensure that ads only appear when they’re actually relevant to the moment. Wherever Dappier powers an AskAI experience—whether it’s on a brand’s own website, a media publisher’s article, or a partner’s app—the same ad logic applies. That means your campaigns can reach users across a wide range of environments without needing separate setups or integrations, all while staying aligned with what your ideal end user is actively trying to learn or do.
The road ahead
Conversational search will continue to compress the classic funnel. For brands, the answer is not to fight for a bigger slice of a shrinking pie but to follow the consumer into the new interface and focus on measurable outcomes. Dappier’s AskAI tools make that move practical: one platform to publish authoritative answers, place context-aware promotions, and pay only when those promotions deliver results.
Consider a consumer electronics brand. On its own site, an AskAI widget answers questions about specs and compatibility, then offers a promotion code when the visitor signals buying intent. Off-site, the brand funds an outcome-based campaign that places similar offers in publisher AskAI experiences covering travel tech and remote work. The brand stays present wherever the relevant questions arise—without relying on banners or sponsored links that may never appear in a chat-first journey.
Ready to see it live?