Search is no longer just keywords and blue links. AI is rapidly transforming how people find and act on information. Users are turning to conversational assistants like Perplexity, Claude, and Brave Search, where answers, recommendations, and even transactions happen within the interface.
This shift is opening up entirely new advertising opportunities — from sponsored answers and contextual commerce to generative ad creative and GEO strategies. It also raises new challenges around measurement, attribution, and privacy.
IAB Canada has prepared a member brief that breaks down:
- The key trends reshaping search
- New monetization models beyond traditional SERPs
- Emerging platforms and formats to watch
- Practical steps Canadian advertisers can take today
Whether you’re an agency, brand, or tech player, this resource will help you stay ahead of the curve as search advertising evolves from platform-bound campaigns to multi-surface, AI-native ecosystems.
IAB Canada’s AI Use Case Map
These search-specific applications complement the broader AI use cases for advertising that IAB Canada tracks across creative, media, identity, measurement, and governance. To see the full set of use cases and maturity levels in the Canadian market, visit AI Use Cases for Advertising.