Large language models (LLMs) are rapidly becoming a new gateway to online information, potentially disrupting traditional search engines, websites and advertising markets. Using detailed clickstream data from 2022–2023, this study examines how adopting LLM tools changes consumers’ online behavior. The authors find that LLM adoption gradually reduces traditional search activity and the browsing of smaller websites, while also lowering display advertising exposure. These results suggest that generative AI may reshape how users access information online and alter the distribution of attention and advertising revenue across digital platforms.
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The eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
Read more »
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The eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
Read more »
Member Only Access
The eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
Read more »
Member Only Access
