In the offline era, brands connected with consumers through traditional media, such as television and newspapers. In the digital era, they reached consumers via search algorithms and paid placements on platforms. Now, in the AI era, brands must find ways to become visible through AI platforms. However, what sets AI platforms apart from past media channels and search engines is the uncertainty surrounding their advertising landscape. Ad products on these platforms are still in their infancy, both in terms of functionality and format. Additionally, users tend to react negatively when ads interrupt their experience on a platform. As AI evolves, it will not only filter brand messages more rigorously but also take on a greater role in the customer journey—searching, summarizing, and even making purchasing decisions on behalf of users. Whereas traditional media and search engines served as “gatekeepers” to information, AI is expected to evolve even beyond that role to become a personalized “AI agent.”