Last week two people I work with at different companies brought up the existential issue Google now faces. “Does this technology cannibalize the company’s lucrative search ads? If a chat bot is responding to queries with tight sentences, there is less reason for people to click on advertising links.” In other words, it’s possible that a new chat bot ChatGPT is a ‘code red’ for Google’s search business. But it’s also possible the same type of chat bot could be used to send targeted messages to users based on their interests. Even better, it could be used to deliver ads or other types of content in a conversational format, making it more engaging than ever.