Retargeting

Paid Media in the AI Era: What Still Converts

Paid media still converts in the AI era, but primarily at the intent stage. Branded search, retargeting, and high-intent shopping ads are effective for capturing existing demand. Cold top-of-funnel paid media converts poorly due to rising costs and signal loss. As AI engines handle discovery, paid media's natural territory contracts toward the bottom of the funnel, focusing on demand conversion rather than creation.