CHATGPT ADS SEEM TO LIFT ORGANIC TRAFFIC. IS PAYING TO BE FOUND THE FUTURE OF AI SEARCH?

Summary from the TLDR Marketing newsletter

ChatGPT ads appear to coincide with higher organic ChatGPT traffic, but some of that lift may come from ad clicks being misclassified as organic referrals in GA4. OpenAI says ads don't influence its answers, and there is no public study proving whether ads affect organic visibility. It recommends tagging ad URLs, auditing ‘oppref' traffic, running holdout tests, and tracking organic mentions separately from traffic.