Ad Age technology reporter Asa Hiken breaks down the state of AI search advertising, what ads on ChatGPT may look like, how much they'll cost and the different approaches companies including OpenAI, Google, Meta and Perplexity are taking. Plus, how marketers can strategize for consumers' changing AI habits.

YouTube announced new ad tools that will give creators more power to curate sponsorships across their content libraries. Read how YouTubers are becoming more like traditional media networks. And a tax change set for 2026 threatens the future of free agency food. Get the info on how lunches might become the next differentiator for recruiting talent.

Dig deeper on the topics mentioned in this week's episode:

~Everything to know about AI search ads

~Inside Perplexity's ad test

~Answer engine optimization tips

~Listen to Grillo's CMO on the importance of experiential activations