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Social platforms are investing in AI-powered chatbots: Snap introduced My AI last April to all users, while Meta recently rolled out its new AI assistant, Meta AI, across Facebook, Instagram, Messenger, and WhatsApp. While it鈥檚 still early days for social chatbots, they could end up being yet another place where brands need to show up organically.

This is expected to accelerate OpenAI鈥檚 diversification beyond AI chatbots into agents, search, education, and devices. Outlook for 2025: OpenAI鈥檚 evolution from a nonprofit to a Big Tech player has opened doors for innovation and profitability, but it has also heightened pressure to demonstrate profit.

Consumers are mixed on chatbots. Key stat: 41% of global consumers would rather use a chatbot than wait for a real person to answer their question, according to VML鈥檚 The Future Shopper report. At the same time, 57% say they鈥檙e less likely to buy from a business they know uses chatbots instead of people to resolve customer service issues.

My prediction is that gen AI shopping assistants and chatbots are going to play a much larger role in holiday sales this year. It still feels weird to say this year. My instinct is to say next year. I know we're in 2025.

If the chatbot continues to require a subscription for full features, an independent app might not boost adoption. It costs between $8 and $16 per month to access Grok, while ChatGPT and Claude offer free versions of their chatbots. Google鈥檚 Gemini and Apple Intelligence are built into Android and iOS smartphones with no additional fees or extraneous apps.

GenAI-powered chatbots make data analysis more conversational. For example, full-service agency VIA recently uploaded survey data from a petcare client into a chatbot created using a custom version of ChatGPT. The chatbot was able to create a customer profile that best represented the client鈥檚 audience.

That's true because chatbots have gotten a couple of companies sued for quite a lot of money for mistakes, and I'm just imagining what the fallout of AI advisors losing your entire wealth could be. Rob Rubin (13:23):. Well, broad things like it didn't really understand your risk tolerance. It invested in things that you wouldn't have wanted to invest in, or you didn't understand what the risks were.

So you're trying to solve problems, whether it's cost reduction, you could do that through automation maybe, cutting down on repetitive workflows, things like invoice processing, data encoding, taking that into consideration, or even revenue growth through AI driven personalization, dynamic pricing, chat bots for your sales and marketing.

Consumer and merchant adoption of genAI-powered chatbots will open new revenue doors for payment providers. Chatbot providers likely earn revenue based on the success the chatbot has in increasing purchase conversion for brand partners. For those looking to emulate Intuit, this means monetizing the financial transaction and account data they get from customers.

On today鈥檚 podcast episode, we discuss how much is too much when it comes to AI-generated ads, the relationship between how much people notice ads versus how intrusive they find them, and the main reason consumers say they feel 鈥渋gnored鈥� by marketers. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analyst Evelyn Mitchell-Wolff. Listen everywhere and watch on YouTube and Spotify.