Paid LLM ads and autonomous agents will transform brand discovery.
Two even bigger shifts are on the horizon. First, paid discovery will change. LLMs will soon integrate advertising directly into their answers. Google, Perplexity and OpenAI have all confirmed this, probably by early 2026. New supply-side bidding platforms will emerge that can feed LLMs with conversational ad snippets tailored to the user’s prompt. Second, agents everywhere via Model Context Protocols. OpenAI’s protocols allow ChatGPT to check stock, answer personalized questions, even schedule deliveries. Brands will need to build an agent layer that can plug into these conversations, respond with tailored info, and complete the customer journey without sending users back to your website.
— Answer Engine Optimization — What Brands Need To Know · Forbes