Ads move into AI chats? 3 takeaways from Forrester's 2027 media predictions

As more people ask AI instead of running a search, ads are expected to follow them into those AI conversations. That's one of the calls in the 2027 media market predictions from research firm Forrester. Here are the three shifts Forrester highlighted and what brands and creators can check right now.

How does Forrester see the media market in 2027?

Forrester expects media companies to step up their search for new revenue in 2027, because it sees growth in their existing businesses hitting a ceiling. The predictions were reported by Korean marketing outlet MADTimes.

Here's the backdrop. Paid streaming services are struggling to add subscribers, and social media growth is slowing. In search, more people are skipping the list of results and asking generative AI for a direct answer.

Forrester framed this year's predictions around one theme: big media's growth engines are hitting their limits and changing direction. It then named three new revenue sources media companies will pursue.

Will paid streaming services launch free, ad-supported tiers?

Forrester predicts that at least three paid streaming services will launch a free, ad-supported tier: a plan you can watch without paying, as long as you watch the ads.

Disney+ was named the most likely candidate. Netflix has also reportedly hinted it could offer a free tier. It fits a broader pattern: paid streamers that can no longer grow subscribers easily are turning to ads for new revenue.

Are ads coming to Meta's AI glasses?

Forrester expects Meta to launch ads on its AI glasses in earnest in 2027. Meta has already sold more than 7 million pairs of AI glasses.

The predictions also describe what those ads might look like: when you look up a place through the glasses, ads appear mixed into the results.

What are conversational ads, and why do they matter?

Conversational ads are ads placed inside the conversations people have with AI. Forrester expects this market to grow to billions of dollars in 2027.

Behind this is a change in search habits. More people ask AI and take its answer instead of going through search results one by one. The more influence AI recommendations have, the more it matters for a brand to be named in AI answers.

What can brands and creators do right now?

You can start today by asking a generative AI for recommendations in your field. As conversational ads grow, whatever appears in AI answers becomes the place where people see you.

When you get an answer, check whether your channel or product is in it. If not, look at who gets recommended instead. That tells you where your channel or product currently stands in AI answers.

Key takeaways

• Forrester expects media companies to look for new revenue in 2027 through free ad-supported streaming, ads on AI glasses, and conversational ads.
• Disney+ is the most likely candidate for a free ad-supported tier, and Netflix has also hinted it could go free.
• The more influence AI recommendations have, the more it matters for brands to appear in AI answers.
• Ask a generative AI for recommendations in your field and check whether your channel or product comes up, or who gets recommended instead.