Wyndham Hotels & Resorts, Opella and BetMGM are among a growing tier of advertisers building in-house AI creative teams to mass-produce digital assets, reporting dramatic output gains while exercising selective guardrails on automated content.
Google's invitation-only pay-per-value pilot, which offers direct payments to publishers whose content powers AI-generated answers, is drawing cautious and divided responses from the media industry. While some see it as a step forward, publishers and industry leaders warn that opaque payout formulas, limited access, and structural power imbalances could leave smaller outlets worse off.
Regina Moura, head of corporate communications at Roche Pharma Brazil, argues that generative AI has fundamentally shifted the rules of digital visibility: earned media and source credibility now drive brand presence, replacing keyword volume as the dominant currency of search.