The short version

Ben Thompson predicted on October 29, 2024: “Google and Amazon will benefit from generative ads, but I expect the effect will be the most powerful at the top of the funnel where Meta’s advertising operates, as opposed to the bottom-of-funnel search ads where Amazon and Google make most of their money.” Verdict: Called it. Meta's ad growth outpaced Google/Amazon in…

Prediction by

Ben Thompson

On October 29, 2024

“Google and Amazon will benefit from generative ads, but I expect the effect will be the most powerful at the top of the funnel where Meta’s advertising operates, as opposed to the bottom-of-funnel search ads where Amazon and Google make most of their money.”

Follow-up

Meta's ad growth outpaced Google/Amazon in 2024-2025: Meta +22% organic Q4 2024, sustained ~20% in 2025; Google Search +12% Q4 2024, Amazon Ads +18%. Analyst reports noted generative AI boosted Meta's awareness/consideration ads more than intent-driven search.

From the High Caliber AI network — see the AI for PR module in the course.