As AI-driven agents become increasingly integrated into the digital ecosystem, they reshape how online advertising is perceived and processed. Particularly in the travel and hotel booking sector, these autonomous systems influence the effectiveness of traditional advertising formats. While visual cues and emotional appeals sway human users, AI agents prioritize structured data such as price, availability, and specifications. This study examines how different AI agents interact with online advertising, whether they incorporate ads into their decision-making processes, and which ad formats prove most effective. We analyze interaction patterns, click behavior, and decision-making strategies through experiments with multimodal language models such as OpenAI GPT-4o, Anthropic Claude 3.7 Sonnet, and Google Gemini 2.0 Flash. Our findings reveal that AI agents neither ignore nor systematically avoid advertisements but instead favor certain features-particularly keywords and structured data. These insights have significant implications for the future design of advertising strategies in AI-dominated digital environments.
Stöckl et al. (Thu,) studied this question.