South Africa, Aug. 26 -- Search transformed marketing by giving brands access to consumers at the moment they went looking for something.

Conversational AI is beginning to move that moment further down the decision journey.

People are no longer only asking where to find a product, service or solution. They are asking AI to help compare options, weigh trade-offs, solve problems and decide what is right for them.

That is a fundamentally different commercial moment.

Search helped people find brands. ChatGPT will increasingly help them choose the brand. And advertising is beginning to enter that conversation.

While much of the South African market is still discussing what ChatGPT Ads could mean, Red September is already working inside th...