Enrique Dans expresses concern that brands and advertising are "colonizing" artificial intelligence (AI), specifically chatbot technology, mirroring the negative impact they have had on internet search results.

He argues that just as search engine optimization and commercial interests have degraded the web experience, marketing firms are now manipulating AI chatbots to prioritize branded content over quality information, potentially undermining the value of this promising technology.

Dans believes this commercial infiltration is dangerous because AI often provides a single, seemingly authoritative answer, making users less likely to question potential commercial bias compared to evaluating multiple links from a traditional search engine.

The accompanying comments reflect a mix of agreement with Dans's concerns, resignation that advertising is inevitable, and discussions about the economic sustainability of AI models and potential alternatives.

This article is also available in English on my Medium page, «Brands are taking over AI: soon we’ll be dancing to their tune«