This is a really clarifying way to think about timing by category, especially separating “should test” from “must move now.” One nuance I keep wondering about is whether "format readiness" ends up mattering as much as category readiness. If AI ad units can support disclosure, trust, and user control without interrupting the answer, adoption feels much more likely.
2026 seems less about reallocating search dollars and more about getting clear on what intent looks like inside an answer-based environment.
I agree, format readiness is a good way to think about it too. Stay tuned for my next article in the series - I'll be writing about how organizations can set themselves up for success, and I think being set up to be able to cater to multiple forms of intent is key to that.
Fantastic breakdown of which industries should invest in AI media now vs later. The insight about financial services being on the bubble despite high search reliance is really intresting. I've been advising a few e-commerce brands and they're all struggling with the same question about when to shift budgets from search to AI platforms. The funnel mismatch for upper-funnel categories like automotive and CPG is a critcal point that doesnt get enough attention.
Glad you liked the article! I found it so interesting that financial services was so close. I honestly thought that automotive would end up in 5th, since anecdotally I'm hearing that people use AI platforms a lot to compare cars, model configurations and explore the best deals (plus best ways to negotiate).
This is a really clarifying way to think about timing by category, especially separating “should test” from “must move now.” One nuance I keep wondering about is whether "format readiness" ends up mattering as much as category readiness. If AI ad units can support disclosure, trust, and user control without interrupting the answer, adoption feels much more likely.
2026 seems less about reallocating search dollars and more about getting clear on what intent looks like inside an answer-based environment.
I agree, format readiness is a good way to think about it too. Stay tuned for my next article in the series - I'll be writing about how organizations can set themselves up for success, and I think being set up to be able to cater to multiple forms of intent is key to that.
Fantastic breakdown of which industries should invest in AI media now vs later. The insight about financial services being on the bubble despite high search reliance is really intresting. I've been advising a few e-commerce brands and they're all struggling with the same question about when to shift budgets from search to AI platforms. The funnel mismatch for upper-funnel categories like automotive and CPG is a critcal point that doesnt get enough attention.
Glad you liked the article! I found it so interesting that financial services was so close. I honestly thought that automotive would end up in 5th, since anecdotally I'm hearing that people use AI platforms a lot to compare cars, model configurations and explore the best deals (plus best ways to negotiate).