PPC trends: the role of generative AI in paid search

What are the best ways to get your business out in front of the millions of users who conduct searches every day? Search marketers have been grappling with this question since the early days of search, and evolutions in the field of paid search continually present new challenges as well as offering additional tools for marketers to wield.
Generative AI has the potential to be a major new tool in search marketers’ arsenals, but determining when and how to apply it most effectively is still a challenge. For thoughts on how generative AI is shaping paid search and what it will mean for marketers, we turned to three experts: Clark Boyd, CEO and Co-Founder of Novela; Emma Welland, Co-Founder of House of Performance; and Christos Stavropoulos, Head of Product Strategy at BrightBid.