AdGentic | Advertising in the Agentic Era

Ads in AI aren't just for the bottom of the funnel. Roger Dunn of Thrad explains why.Roger Dunn, Chief Commercial Officer at Thrad, joins Kiri Masters with two visuals: a map of where AI conversations can win new customers, and a breakdown of who's doing the talking when an ad talks back. Both are worth seeing on YouTube.In this episode:- Why a 150-word prompt beats a 3-word search for intent- Why upper-funnel AI ads may drive more incrementality- Brand agents vs platform assistants: whose side are they on?- Why product feeds weren't built for AI answersChapters00:00 Cold open: whose side is the agent on?00:10 Welcome to AdGentic: meet Roger Dunn01:53 What brands get wrong about ads in AI02:42 One media plan, many chat environments03:45 Show and Tell #1: the Netflix AI prompt funnel05:30 Why the win may be higher in the funnel06:20 Show and Tell #2: who speaks when the ad talks back07:10 Is an AI agent just a car salesperson?07:50 Whose side is the agent on?09:00 Sponsored agents: ChatGPT and Amazon10:30 Product feeds weren't built for AI11:30 Can you trust reviews in AI answers?12:15 Are we at version 1.2 of AI ads?13:35 What AI platforms know about you14:30 Where to find RogerThe diagrams and examples from this episode are on YouTube: [YouTube episode link]Connect with Roger: https://www.linkedin.com/in/rogerdunn/Subscribe to AdGenticSubstack: https://www.adgentic.ai/LinkedIn: https://www.linkedin.com/company/adgentic-podcastYouTube: https://www.youtube.com/channel/UCZoauftrKx40RJ14tj1m8CwAdGentic is part of the ReFiBuy Media Network.

Your AI agent has no ads. Yet. Kiri Masters on why ads are coming to personal AI agents, and how they could be less annoying this time.Welcome to AdGentic, the new show about advertising in the agentic era. In this debut episode, self-confessed advertising maximalist Kiri Masters traces how Google, Facebook, WhatsApp and Amazon all started clean and ended up ad-funded, and why AI is following the same script.In this episode:Why subscriptions cap out and fees quietly turn into adsHow Meta's Muse, OpenAI's Dots and Instinct plan to make moneyThe AI ad formats emerging now, and the ones agents could borrowKiri's wish list for Ad Santa, and the scenario to actually worry aboutChapters:00:25 Welcome to AdGentic00:50 The magic of an ad-free agent01:55 Every platform starts like this: Google02:30 Facebook and the scarf03:05 WhatsApp's "No Ads!" note03:25 Amazon: the store became the content04:00 Enshittification04:40 Why I'm an advertising maximalist05:05 Three ways to pay for an app06:20 How Muse, Dots and Instinct plan to make money07:05 The problem with subscriptions07:30 Why fees turn into ads08:25 How bad will it be?09:15 AI ad formats so far09:55 Formats agents could borrow10:25 Off-site: ads without ads11:20 Kiri's wish list for Ad Santa11:50 The dark scenario12:30 Ads are the least worstThe diagrams and examples from this episode are on YouTube: https://youtu.be/udhWh-sEPCQSubscribe to AdGenticSubstack: https://www.adgentic.ai/LinkedIn: https://www.linkedin.com/company/adgentic-podcastYouTube: https://www.youtube.com/channel/UCZoauftrKx40RJ14tj1m8CwAdGentic is part of the ReFiBuy Media Network.

Welcome to Adgentic, a new show about advertising in the age of AI.