#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.

Artificial intelligence is reshaping global advertising at breakneck speed, sparking both fear and hope. As Meta and Google roll out AI tools to automate ad creation and targeting, industry leaders confront questions about the future of work, the creative process, and livelihoods—also for Thailand, where the ad sector watches global shifts closely.

The momentum is real. Leading agencies are investing heavily in data, machine learning, and AI-driven campaigns to stay competitive. Recent high-profile AI-generated ads—ranging from sports coaching videos inspired by legends to robotic-style handwriting—illustrate how far machines can go in crafting personalized messages. Data from major industry players suggests AI can deliver fast, scalable campaigns, but it also raises concerns about the quality and cultural resonance of marketing.

Recent remarks from a senior Apple executive have sparked renewed questions about whether AI could threaten Google’s dominance in online search. As global digital behavior shifts, the topic matters for Thai consumers and Southeast Asia’s tech sector alike.

Apple’s top services executive noted, for the first time, a decline in searches conducted through Safari, where Google remains the default. The shift is linked to growing interest in AI-powered alternatives, including OpenAI and other providers offering direct answers and richer interactions. This trend has prompted Apple to explore integrating such tools into its devices in the future, signaling a broader move toward AI-assisted search. Research from industry analyses supports the idea that AI-enabled results are reshaping user expectations and potentially altering traditional search dynamics.

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.