> **来源：[研报客](https://pc.yanbaoke.cn)** ```markdown # Summary of "Lines in the Sand" Report ## Core Content This report explores consumer attitudes toward advertising within AI assistants, focusing on early adopters rather than the general public. It highlights how these users will shape future norms and what advertisers should consider as they enter the AI advertising space. ## Main Points ### 1. AI Assistant Advertising is Already a Reality - OpenAI introduced ads in ChatGPT. - Anthropic ran a high-profile ad campaign for Claude, positioning it as ad-free. - Super Bowl LX featured 15 AI commercials, signaling the mainstream entry of AI advertising. ### 2. Early Adopters Are the Key to Shaping Norms - Early adopters use AI assistants daily and are more likely to pay for premium subscriptions. - They are not a mass market but the leading edge of consumer behavior. - Their views today will influence mainstream users in the future. ### 3. Trust in AI Ads is Comparable to Google Search Ads - 82% of users find AI assistant ads at least as trustworthy as Google Search ads. - 49% say they feel the same, 33% find them more trustworthy. - Trust is not a deficit, so advertisers should focus on converting this trust into brand equity. ### 4. Age Influences Trust and Acceptance - Younger users (18–34) are 3× more likely than older users (55–75) to find AI ads more trustworthy. - Older users are more likely to accept ads in AI as being "about the same" as Google Search ads. ### 5. Annoyance Levels Are Similar to Social Media Ads - 42% find AI ads as annoying as social media ads. - 25% find them less annoying, 33% find them more annoying. - Advertisers should align with social media norms in terms of frequency and creative quality. ### 6. Context Matters More Than Ad Volume - Ads in specific contexts are more unacceptable than others. - The five most unacceptable contexts are: - Confidential professional work (17%) - Mental health or struggles (16%) - Medical information or symptoms (14%) - Children and students (13%) - Financial or legal matters (11%) ### 7. Churn Risk is High for Ad-Introducing Platforms - 40% of users would pay for ad-free or switch platforms if ads were introduced. - Among paying users, 35% would pay to escape ads — double the rate of free users. - Advertisers should plan for 15–25% churn and act early. ### 8. Personalization Could Be a Double-Edged Sword - Half of users would opt out of personalization or ad targeting once ads appear. - 27% would turn off memory and personalization entirely. - Advertisers should invest in contextual targeting and prepare for a noisier signal. ### 9. Consumer Behavior May Differ from Stated Intent - Stated intent on advertising tends to overstate actual behavior. - Advertisers should not rely solely on stated preferences but also consider real behavior. ## Key Insights for Advertisers - **Get in early**: The market is forgiving but the window is closing. Early entries shape future expectations. - **Context exclusions are non-negotiable**: Push platforms for transparent and auditable context detection. - **Build for a noisier signal**: Invest in contextual targeting as behavioral data will be less reliable. - **Be strategic with creative**: Aim to present ads as recommendations, especially to younger users. - **Avoid over-engineering**: Align with social media norms in terms of annoyance and frequency. - **Prioritize brand safety**: Ensure ads are excluded from high-stakes contexts like confidential work and medical information. ## About Zappi Zappi is a consumer insights platform that helps brands win with consumers by combining AI-powered software with continuous insights. It is used by over 350 brands globally, including PepsiCo, Mars, Colgate-Palmolive, Coca-Cola, McDonald's, Vodafone, and Reckitt. ## Independent Validation - Zappi achieved a **243% ROI** over three years, with a payback period under six months. - The platform was honored with the **Stevie® Award** and the **2025 MRS/ASC Award** for innovation in consumer insights. ## Appendix Highlights - The survey included data from **80% of respondents aged 18–54**, the working-age core. - **56% use AI assistants daily or multiple times per day**. - **31% pay for premium AI subscriptions**. - **40% of users would pay for ad-free or switch platforms** if ads appeared. - **Paying users are more protective** of their data and more likely to find ads in high-stakes contexts unacceptable. ## Conclusion The report emphasizes that AI assistant advertising is at a critical stage, with early adopters setting the tone for future norms. Advertisers must focus on trust, context, and consumer behavior to navigate this space effectively. ```