#Advertising

Artificial intelligence is reshaping the world’s advertising industry at breakneck speed, fueling both anxiety and optimism as agencies, tech giants and creatives grapple with what some call the “death of creativity.” As Meta (formerly Facebook) and Google unveil AI tools that can automate ad creation and targeting, industry leaders now face stark questions about the future of work, the creative process, and the livelihoods of thousands—including here in Thailand, where the advertising industry is closely watching global developments.

Recent remarks from a leading Apple executive have reignited debate about whether the rapid rise of artificial intelligence could undermine Google’s long-standing dominance of online search. As digital habits shift worldwide, these developments carry significant implications for both Thai consumers and the wider Southeast Asian tech sector.

In a notable admission, Apple’s senior vice president of services told media outlets that for the first time ever, the volume of searches conducted through Apple’s Safari browser—where Google is the default search engine—declined in April. The executive attributed this trend to surging interest in AI-enabled alternatives, including services such as OpenAI, Perplexity, and Anthropic. These platforms, which deliver direct answers and richer interactions than traditional search engines, are capturing attention globally and prompting Apple to consider integrating them into its own devices in the future, as reported by Investopedia.