Advertisers are increasingly optimizing content for AI agents and chatbots, aiming for visibility across AI ecosystems while crafting storytelling that resonates with both machines and humans.

Disney is investing heavily in AI-enabled advertising and content, including a billion-dollar OpenAI deal to help chatbots recognize and recommend Disney properties, along with experiments in shoppable ads and in-stream shopping, even as real-time item recognition remains a challenge.

Disney signals long-term integration of AI-enabled advertising with live sports content by pursuing strategic moves such as acquiring NFL Network for ESPN and planning future Super Bowl broadcasts.

Mattel is weaving AI into Barbie, Hot Wheels, and other brands by using data-driven narratives on platforms like Roblox, Minecraft, and Fortnite to surface product stories to AI agents, while influencer culture amplifies these narratives.

Kellogg’s Raisin Bran features William Shatner in a campaign designed to entertain humans while messaging to AI agents, highlighting cross-channel optimization and partnerships for agent checkout.

Super Bowl LX ads have crossed the $10 million mark for a 30-second slot for the first time, driven by brands aiming to capture attention from both AI chatbots and human viewers.

Tubi and Digitas executives discuss using AI tools to support creators and influencers, improving discovery across AI engines and signaling a broader shift toward AI-powered content discovery and shopping ecosystems.

Analysts speculate that AI-assisted shopping could enable in-scene purchases by 2027, especially among younger generations familiar with AI agents, though catalog and logistics hurdles persist.