In Episode 173 of The Ad Project, Joe Shelerud continues the AI conversation with Ad Advance Software Engineer Roger Branham — expanding on how OpenAI’s Agentic Commerce Protocol could transform not just shopping, but advertising itself.

They unpack:

  • How ChatGPT and Gemini could evolve into major ad platforms
  • What happens when generative AI gains deep insight into user behavior
  • The tension between monetization and user trust
  • The future of pay-per-conversion models and hyper-personalized creative
  • How these shifts could impact Amazon’s dominance in retail media


As AI transitions from tool to “agent,” Joe and Roger explore what the next era of digital advertising might look like — and how brands can prepare for it.

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