BofA sees ChatGPT taking aim at Google’s next ad dollar
Bank of America's survey of 117 advertisers and agencies found 44% are spending above Q3 plans, with Google Search leading current ad budget gains. However, 26% of respondents expect ChatGPT to see the most rise in ad spending over the next 12 months, surpassing Google Search (19%) and YouTube (11%). Alphabet's Q2 revenue showed Google Search up 17% to $63.27B.
How this was made

The 30-second read
Why it matters
The poll introduces new data on potential shifts in digital ad spend, highlighting AI platforms as emerging competitors.
Market read
First report of BofA survey indicating future advertising spend trends toward AI platforms, with modest implications for major ad tech stocks.
What to watch
The survey sample size and methodology may not fully capture broader market behavior.
Background
Bank of America surveyed 117 advertisers and agencies about upcoming ad spend allocations, noting interest in ChatGPT advertising.
Ticker impact
BofA survey shows ChatGPT may overtake Google Search in ad spend growth, indicating potential pressure on Alphabet's advertising revenue.
likely pressure as market prices in potential ad spend shift to ChatGPT
Survey data suggests future ad dollars could move away from Google Search, which may weigh on the stock.
Survey highlights strong current ad spend for Meta and positive outlook, reinforcing its advertising growth narrative.
potential upside as advertisers consider increasing spend on Meta platforms
Meta is shown as a beneficiary of continued ad spend, with survey indicating growth potential.
Market effects
Advertising sector may see a gradual reallocation toward AI-driven platforms.
U.S. digital advertising market dynamics could shift modestly.
Potential influence on global ad spend trends as AI platforms gain traction.
Counterpoint
Advertisers may still favor established platforms despite AI interest, limiting impact on Google and Meta.
Key entities
- CompanyAlphabet Inc.
Parent of Google Search, facing potential ad spend competition from ChatGPT.
- CompanyMeta Platforms, Inc.
Current strong ad spend performer, noted positively in the survey.





