The Globe and Mail reports in its Wednesday, April 8, edition that advertising is coming to artificial intelligence. The Globe's guest columnist Miranda Bogen writes that Meta has already announced plans to use conversations with its AI chatbot to power ad targeting across Facebook and Instagram. Alphabet's Google now displays ads in its AI-generated search summaries. In advertising, intent is key; the stronger the intent, the higher the ad prices. For example, searching for a hotel in Barcelona shows much stronger intent than browsing a travel magazine. As more advertisers vie for space, the next challenge will be figuring out which ads to show to whom. At Meta, this happened by predicting an ad's relevance -- how likely it is to result in the advertiser's desired action. Since it is tough to know for sure what people find useful, ad platforms rely on proxies: clicks, cart additions, purchases. Once some people respond to ads, developers can build AI models to predict who else might do the same, based on characteristics such as demographics, interests or behaviour. Chatbots are naturally interactive, and it will not be long before the pull to make monetization feel organic overcomes existing hesitation.