Bluefish turns AI answer gaps into ChatGPT and Google ad briefs

A brief is written for a single channel and a single buying topic. Google briefs fit Search campaigns that use AI Max or Performance Max, Google’s automated campaign types where its software chooses much of the targeting, and ChatGPT briefs fit ChatGPT Ads; both drop into the bulk upload sheets advertisers use to load many ads at once, according to the company’s documentation as ContentGrip describes it. Retail media, creator deals, sponsored articles on publisher sites and user-generated content are the channels Bluefish says come next.

The case rests on Bluefish’s own research. In 35 per cent of the 5,810 buying topics it studied, spread over three categories, Google and ChatGPT named a different brand first. The release names neither the categories nor the dates; among its customers it lists Adidas, American Express and eBay.

On our side, ChatGPT is the one assistant whose plan card mentions ads: its Go plan “may include ads”, on our 31 October read. No other assistant plan in our database says so.

Because each brief covers one channel and the two assistants name a different leader in about a third of the topics Bluefish sampled, a brand can be handed a brief to fill a gap on ChatGPT for a topic where Google already puts it first.