Igor's call, in full

People are moving their questions from the search bar to the chatbot. When you ask an AI what to buy, where to go, or which tool to use, that answer is the most valuable ad slot ever created, because it arrives as trusted advice, not a banner. I forecast that conversational advertising placed inside large language models surpasses the global search advertising market, worth roughly $350 billion today, by 2030. The ad does not sit next to the answer. It becomes the answer. That is a bigger shift than the move from print to search. Whoever controls the AI answer layer controls the next $350-billion-plus advertising economy.

Adjacent calls

Wars and instability wipe $166 billion off global media spend across 2026 and 2027.On trackThe big 5 agency networks will be hollowed out by 2030. On trackLive sports grows into a $10 trillion attention economy by 2050.On track

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