The click is dead. Long live the answer

For a decade, digital advertising ran on one idea: get to the top of Google. Buy the keywords and earn the clicks. That was the game.

But AI just changed the rules.

ChatGPT and Gemini now have over a billion and a half users between them, growing at nearly 200% year on year. People have stopped searching for links. Instead,nthey're asking questions and expecting answers. And those answers mention three brands, maybe four. For the rest who don't make it to these answers, it's like they don't even exist.

What will those brands do?

Tune in.

Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.