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AI agents are poised to revolutionize online advertising by leveraging vast amounts of consumer data, such as browsing history, purchasing behavior, and social media activity. Their potential to address privacy concerns could help solve many challenges advertisers face today.

While Google and Microsoft are developing their own AI agents, the specifics of how these tools will benefit advertisers, brands, and agencies remain speculative. However, the anticipated features include real-time ad bidding, message personalization, and budget optimization, all while respecting privacy settings based on geographic regulations.

According to Jonathan Kagan, Director of Search and Digital Media Strategy, and James Connell, SVP of Digital Media at Amsive, AI agents hold significant potential for e-commerce and other industries. They noted in an email to MediaPost that this technology could thrive in sectors with minimal government oversight, catering to audiences accustomed to personal assistants handling decisions for them—such as high-net-worth individuals and executives.

The experts predict that ad platforms might soon pilot features enabling consumers to perform actions directly from ads, like adding items to a shopping cart. These capabilities could be particularly appealing for brands and consumers with cyclical purchasing habits.

Despite this promise, some industries may approach the technology with caution. Consumers will likely demand more transparency before fully embracing AI-driven ad interactions. “If widely implemented, such tools could accelerate the building of remarketing lists,” they added.

For advertisers in less regulated sectors, AI agents offer exciting possibilities, such as handling small actions autonomously. However, Kagan and Connell believe it will take several years before AI tools become consistently reliable and fully autonomous in managing ad campaigns.

OpenAI has announced plans to restructure as a for-profit company. In a blog post on Friday, the company revealed that it will shift control to a new for-profit arm, replacing its existing structure.

By 2025, OpenAI intends to become a Public Benefit Corporation (PBC), a for-profit entity designed to serve societal good. This new division will oversee OpenAI’s operations and business, while the nonprofit organization will retain a stake in the company but relinquish its oversight responsibilities.

The nonprofit will continue to operate independently with its own leadership and focus on charitable initiatives in areas like health care, education, and science. According to OpenAI’s board, this approach aims to secure the capital needed for advancing artificial general intelligence (AGI) while also maintaining one of the most well-funded nonprofits in history. OpenAI’s competitors, such as Anthropic and Elon Musk’s xAI, are also structured as PBCs.

Rumors about OpenAI’s for-profit shift have circulated for months as the company seeks to attract investors and sustain its resource-intensive AI models. Bloomberg previously reported that CEO Sam Altman might receive a 7% equity stake as part of the transition, although Altman has denied this claim.

In its announcement, OpenAI’s board acknowledged the need for significant investment to remain competitive. “The scale of capital required to pursue our mission surpasses our earlier expectations. Investors are eager to support us but require conventional equity structures,” the board stated.

Under the new framework, the nonprofit will receive shares in the for-profit PBC at a valuation determined by independent financial advisors. However, OpenAI’s plans face potential legal challenges. Last month, Elon Musk filed a motion to prevent the transition, and Meta CEO Mark Zuckerberg called on California Attorney General Rob Bonta to block the move.