42:I[185,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1e2btqyhcbvr0.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/1pfyc3q3c61jb.js","/_next/static/chunks/35-gbipsuw5b6.js"],"SendEmailButton"] 44:I[63625,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1e2btqyhcbvr0.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/1pfyc3q3c61jb.js","/_next/static/chunks/35-gbipsuw5b6.js"],"AddToLibraryButton"] 45:I[29721,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1e2btqyhcbvr0.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/1pfyc3q3c61jb.js","/_next/static/chunks/35-gbipsuw5b6.js"],"ShareButton"] 47:I[45269,["/_next/static/chunks/3xnt26d00_zk-.js","/_next/static/chunks/1e2btqyhcbvr0.js","/_next/static/chunks/42spz6paskvb6.js","/_next/static/chunks/06x30xgfe6iur.js","/_next/static/chunks/1pfyc3q3c61jb.js","/_next/static/chunks/35-gbipsuw5b6.js"],"SignupCTA"] 3b:["$","h1",null,{"className":"max-w-[22ch] font-display text-[clamp(32px,4.5vw,48px)] font-medium leading-[1.05] tracking-[-0.02em] text-[color:var(--fg-1)] text-balance","children":"Part 2: AI Advertising Revolution: How ChatGPT Could Redefine Retail Media"}] 3c:["$","div",null,{"className":"flex flex-wrap items-center gap-x-4 gap-y-1 font-mono text-[12px] uppercase tracking-[0.1em] text-[color:var(--fg-3)]","children":[["$","time",null,{"dateTime":"2025-10-24T14:00:00.000Z","children":"October 24, 2025"}],["$","span",null,{"aria-hidden":true,"children":"·"}],["$","span",null,{"children":"00:25:20"}],false]}] 43:T463,

In Episode 173 of The Ad Project, Joe Shelerud continues the AI conversation with Ad Advance Software Engineer Roger Branham — expanding on how OpenAI’s Agentic Commerce Protocol could transform not just shopping, but advertising itself.

They unpack:

How ChatGPT and Gemini could evolve into major ad platforms
What happens when generative AI gains deep insight into user behavior
The tension between monetization and user trust
The future of pay-per-conversion models and hyper-personalized creative
How these shifts could impact Amazon’s dominance in retail media

As AI transitions from tool to “agent,” Joe and Roger explore what the next era of digital advertising might look like — and how brands can prepare for it.

👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.